In an unexpected fusion of global pop culture and British football, American rap legend Snoop Dogg has officially joined the ownership group of English Championship side Swansea City, the Welsh club announced on Thursday.
The 53-year-old entertainer, born Calvin Broadus, now shares ownership of the club with Croatian football icon and former Real Madrid midfielder Luka Modrić, who recently acquired a stake in the club before completing a move to AC Milan at the age of 39.
Snoop Dogg’s involvement was first teased last week when he appeared on Swansea’s official social media channels, donning the team’s newly unveiled home kit for the 2025–26 season. The surprise appearance fueled speculation, which was confirmed when the club revealed him as an official investor.
His entry into club ownership follows the acquisition of Swansea City last November by American entrepreneurs Brett Cravatt and Jason Cohen. The new ownership group is focused on expanding the club’s global presence and increasing revenue streams—critical components under the financial fair play and sustainability regulations in English football.
Snoop Dogg, whose social media following exceeds 100 million across various platforms, is expected to significantly amplify Swansea’s global brand as the club aspires to return to the Premier League, having been relegated in 2018.
Speaking via the club’s official website, Snoop expressed his enthusiasm for the venture:
“My passion for football is well documented, but entering club ownership with Swansea City feels particularly meaningful.
The story of the club and its community deeply resonated with me. This is a proud, working-class city and team—an underdog that refuses to be overlooked, just like me.
I’m honoured to be part of Swansea City.”
Swansea’s ownership group echoed that sentiment in a statement celebrating the addition:
“To borrow a phrase from Snoop’s extensive musical catalogue, this marks ‘the next episode’ for Swansea City as we seek to unlock fresh opportunities and expand the club’s visibility.
Snoop’s enormous global fanbase will be instrumental in elevating our profile, and he has consistently conveyed his excitement and commitment to the club throughout this process.
His deep appreciation for football and his eagerness to contribute will support our efforts to field the most competitive squad possible.”
The partnership mirrors a rising trend in football ownership, where global celebrities lend their influence to elevate lower-league clubs. Swansea’s Welsh counterparts, Wrexham AFC, serve as a notable example—having experienced a dramatic ascent through the football pyramid since being acquired by Hollywood actors Ryan Reynolds and Rob McElhenney in 2020, ultimately reaching the Championship.
With the addition of Snoop Dogg and Luka Modrić to its ownership group, Swansea City appears poised to follow a similarly ambitious trajectory—melding star power with sporting aspirations.
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