Snoop Dogg explains his decision to join Luka Modric as the new investor and co-owner of Championship outfit Swansea City.
The 53-year-old went viral after showing off the club’s new 2025-26 home shirt on Saturday, but now, the rapper, known for selling 35 million albums and his love for football, aims to boost the club’s global profile and commercial performance.
Snoop, whose real name is Calvin Broadus, and has well in excess of 100 million social media followers, has come on board with a pledge “to do all I can to help the club”.
He is also a former FIFA video game ambassador, expressed excitement about joining the “proud, working-class” club, resonating with its underdog spirit.
A mural honouring him was unveiled in the stadium’s West Stand, and Swansea’s leadership, including CEO Tom Gorringe and the ownership group, highlighted Snoop’s passion for football as well as his potential to elevate the club’s reach, supporting their ambition to field a competitive team.
He found the shirt that fits. @snoopdogg 🦢 pic.twitter.com/Tx4P4Bt8EB
— Swansea City AFC (@SwansOfficial) July 17, 2025
Swansea City is delighted to announce global rap superstar and multi-platinum selling artist @SnoopDogg has become the club’s latest high-profile co-owner and investor.
👉 https://t.co/x0Rn7Jrapo pic.twitter.com/WkmrtBd56k
— Swansea City AFC (@SwansOfficial) July 17, 2025
CLUB STATEMENT:
Swansea City is delighted to announce global rap superstar and multi-platinum selling artist Snoop Dogg has become the club’s latest high-profile co-owner and investor.
The 53-year-old, who caused a social media sensation when he helped launch our 2025-26 home shirt on Saturday, comes on board a few months after Croatian football great Luka Modrić became part of Swansea City.
Snoop is renowned as one of the greatest and most influential rappers of all time, and has sold 35 million albums worldwide across a performing and recording career spanning more than 30 years. The Death Row Records owner has won countless awards and received 17 Grammy nominations.
He has also always had a deep love of sport, and football in particular. At one point he was a brand ambassador for the FIFA video game series, and has been pictured wearing a variety of team jerseys over the years.
Swansea’s home kit may be the latest in that sequence, but Snoop’s ties to the club will run deeper than the donning of the famous white shirt as he formally becomes a member of club ownership. And it is hoped his global profile and love of football can play an important part in helping us spread the Swansea City name as far and wide as possible in order to boost our commercial performance to further support our aspirations as a club.
To mark taking his place as part of our club ownership, a mural of Snoop Dogg – created by Hasan Kamil – has been completed and unveiled in the stadium’s West Stand.
Snoop Dogg said: “My love of football is well known, but it feels special to me that I make my move into club ownership with Swansea City.
“The story of the club and the area really struck a chord with me. This is a proud, working class city and club. An underdog that bites back, just like me.
“I’m proud to be part of Swansea City. I am going to do all I can to help the club, and I look forward to getting to know all my YJBS.”
Coming to a hood near you 👀🦢 #YJB pic.twitter.com/YamLKTHQ6C
— Swansea City AFC (@SwansOfficial) July 12, 2025
Official like a referee with a whistle, baby 💯@SnoopDogg🔥
Available to buy now 👉 https://t.co/RvubDGxHo3 pic.twitter.com/Qyi2rUdSmY
— Swansea City AFC (@SwansOfficial) July 15, 2025
Hereeeeee we go 👊🏿👀 @SwansOfficial https://t.co/345qsqSww8
— Snoop Dogg (@SnoopDogg) July 12, 2025
Swansea City chief executive Tom Gorringe, said: “It is very exciting for us as a football club to formally welcome Snoop Dogg as a co-owner and investor into Swansea City.
“His enjoyment and love of football is well documented, and he has often spoken of a desire to get more involved in the sport. We are delighted he believes that being part of Swansea City is the right way to realise that ambition.
“Dogg is passionate about this project and helping us continue to raise the profile of the club to as wide an audience as possible.”
Swansea City’s ownership group, added: “To borrow a phrase from Snoop’s back catalogue, this announcement is the next episode for Swansea City as we seek to create new opportunities to boost the club’s reach and profile.
“Snoop’s colossal global fanbase and audience will certainly help us do that, and he has made clear to us throughout this process just how excited he is at the prospect of joining the club.
“Snoop has openly shared his love of football and his desire to be involved in the game, and we expect his involvement to support us putting as competitive a team as possible out on the field.
“During our conversations Snoop spoke about having worn many football shirts without ever having felt a club to be the right fit for him. We are delighted that putting on a Swansea shirt has proven to be that right fit.”
Here’s how fans reacted as Snoop Dogg explains the decision to join Luka Modric as a new Swansea investor and co-owner…
@callumcooper18: That’s fucking incredible 🤯 are we in a simulation?
@KieranCraig2016: Club is purely bonkers in such a good way at the moment. New season couldn’t roll around quick enough🦢🦢
@EmilyPullThePin: Wtf is going on with my club 🤣🤣🤣🤣
@ChloeChantelle1: Screaming 😂 the mural with the joes ice cream has put my head in space 😂😂😂😂😂
@SWFCSouthy: We have no hope of the fit and proper person test is passing Snoop Dog 😂🤦♂️
@Gate2Podcast: The club is just getting all kinds of things right at the moment! Actual care and affection going in from the big boys running the club. Superb announcement (kudos to the nod to Joe’s) – great time to be a Jack 🦢
@d6ale: See you at the Cae Ras in March @SnoopDogg 🐉⚔️🦢
@waty1990: I said it with modric, I’ll say it with snoop…..and I in a fucking episode of black mirror or something!? Uppa swans!
@no1jack8: When’s the concert at the liberty? Surprise guest before first game? 😂
@liamjenkins2902: Jesus. I don’t know what’s happened to our club but thank you to everyone from the ground up, the fans deserve this positive vibe after the sh*t the last lot put us through. Uppa swans 🦢
@simondavies45: Nothing surprises me anymore!
@JoseeephF1: Not fucking hard for Top to sell shares to high-profile celebrities like the majority of other clubs are doing but he’d rather just continue to flee the country, undo his father’s business and let his mates completely destroy us #lcfc
@IKingsleyM: We’re going up aren’t we ⚫️⚪️
@IsaacThomass05: Love this club more and more everyday at the minute
@DoukiChoki: What planet am I living on
@_Aaron_Holt_01: Sky Swansea, Wrexham and Birmingham Sports
— GW (@GethinWilliamss) July 17, 2025
