Snoop Dogg, a longtime sports fan, has acquired a minority stake in Swansea City AFC, joining a growing trend of celebrities investing in football clubs.
Snoop Dogg’s foray into football ownership
Hip-hop icon turned sports investor, Snoop Dogg (real name Calvin Broadus), has long expressed interest in the sports world. Over the years, the 53-year-old rapper has appeared as an NFL commentator, carried the Olympic torch, and coached youth football in his native California. His love of football (soccer) is well documented. He’s been a brand ambassador for the FIFA video game series and frequently spotted wearing club jerseys. Notably, he has called Celtic his favorite Scottish team and recently joked he’d love to open a burger van at Celtic Park.
In 2023, Snoop joined a bid to purchase the NHL’s Ottawa Senators. While that effort didn’t succeed, it showed his intent to enter the world of team ownership. Even earlier, in 2012, he flirted with investing in Celtic after a famous win. Until now, his sports investments were limited to roles like eSports partnerships and promotional appearances. His move into Swansea City represents his first meaningful stake in football club ownership.
Announced in July 2025, Snoop acquired a minority share in Swansea City, a historic Welsh club currently playing in the English Championship. He helped unveil the club’s 2025–26 home kit in a video that quickly went viral. In the announcement, he 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.”
Behind the scenes: American ownership and celebrity strategy
Swansea City’s recent transformation is backed by an American-led group spearheaded by tech entrepreneurs Brett Cravatt and Jason Cohen. The two co-founded Centerfield, a Los Angeles-based marketing firm, and scaled it to a major player with over 2,000 employees. Though they had no previous sports ownership experience, both bring strong business credentials and a focus on data-driven decision-making.
Cravatt and Cohen joined a group including Andy Coleman and British businessman Nigel Morris in 2023 to acquire the majority stake from Jason Levien and Steve Kaplan. Coleman, who became chairman, thanked the group for bringing over $25 million directly into the club. Together, they now control roughly 77 percent of Swansea’s shares.
The new ownership quickly began modernizing the club’s structure, hiring a new sporting director, integrating the women’s team, and emphasizing collaboration with Welsh football institutions. Cravatt and Cohen have focused on expanding commercial reach and fan engagement, areas where their backgrounds align.
Part of that strategy involved bringing in celebrity co-owners. In early 2025, Luka Modrić became an investor after being introduced via a mutual contact. Just months later, Snoop Dogg followed. Both partnerships were designed to bring global visibility to Swansea and align the club with names that resonate far beyond Wales.
Snoop’s Instagram following alone—nearly 89 million—surpasses that of many Premier League clubs. For a second-tier team, his presence represents an unprecedented marketing opportunity. Early results include a spike in merchandise sales, international media coverage, and a mural of Snoop painted on the West Stand of Swansea.com Stadium.
The kit launch campaign leaned into pop culture. In response to Ryan Reynolds modeling Wrexham‘s kit with the caption “dog not included,” Swansea replied with Snoop in their shirt: “Dogg included… Nuthin’ But A Wales Thang. The Jacks are ready. We’re the Pride of Wales.” The cheeky exchange grabbed headlines and showcased how Snoop’s involvement allows the club to play in a different commercial and cultural arena.
Fans reacted with surprise, humor, and genuine excitement. Memes imagining Snoop leading chants or hyping the team went viral. While some questioned whether his role would be hands-on, most welcomed the boost in visibility and ambition.
Snoop joins a wave of high-profile investors entering lower-league football. From Ryan Reynolds and Rob McElhenney at Wrexham to Tom Brady at Birmingham and J.J. Watt at Burnley, celebrities are betting on the upside of small clubs with strong identities. For many, these are modest financial plays with high potential returns, especially if promotion or brand growth follow.
Swansea, meanwhile, are positioning themselves to rise. They’re in the Championship promotion mix, and the buzz from Modrić and Snoop is helping them punch above their weight off the pitch. If they can return to the Premier League, Snoop Dogg’s stake might become one of the most colorful success stories in football’s new celebrity era.
