KEY POINTS
- Hip-hop icon Snoop Dogg has pledged an active role in transforming Swansea City into a global brand following his recent investment.
- The rapper joins a celebrity-heavy ownership group that includes Real Madrid legend Luka Modric and television personality Martha Stewart.
- The club is targeting a return to the English top flight by leveraging international sponsorship deals and celebrity-driven publicity.
American rapper and media mogul Snoop Dogg has declared his intent to take an active, practical role in steering Swansea City back to the Premier League. Speaking in his first major interview since joining the club’s ownership group, the 54-year-old emphasized that he wants to be more than a passive financial backer. He expressed a desire to move the Championship side in a fresh direction that captures the attention of the global market.
The music superstar officially joined the Welsh club as a minority investor in July 2025. His involvement is part of a growing trend of high-profile American celebrities investing in British football, often drawing comparisons to the success of Wrexham AFC. Snoop Dogg noted that modern football requires significant capital to compete, and he aims to bridge that gap through massive commercial expansion. He plans to introduce new sponsorship agreements and international publicity campaigns to turn the “Jacks” into a household name worldwide.
Snoop Dogg is not alone in this celebrity-led venture. He forms part of a diverse ownership structure that includes Croatian football star Luka Modric, who invested in early 2025, and Martha Stewart, who joined the group in December. The club’s leadership believes this combination of sports expertise and entertainment influence will generate the revenue necessary to overhaul the squad. By building a global profile, the owners hope to bypass the financial constraints that often hamper teams in the second tier.
Despite his global fame, the rapper admitted he has yet to attend a match at the Swansea.com Stadium in person. However, he confirmed plans to visit the city soon to engage directly with the fanbase. He praised the supporters for their passion and stated that listening to their views is essential for the club’s growth. His son, Cordell Broadus, has already represented the family in the directors’ box during matches earlier this season.
Swansea City currently sits mid-table in the Championship, making a promotion push this year a difficult task. Nevertheless, Snoop Dogg remains optimistic about the club’s long-term potential. He described the team as a “long-term project” but insisted that the dream of reaching the play-offs remains alive this season. The ownership group continues to look for “next episode” opportunities to boost the club’s reach, including collaborations with Snoop’s own Death Row Records label.
