By Martin Graham
Snoop Dogg has become a co-owner and investor at Swansea City after purchasing a minority share in the Championship club. The American rapper, whose real name is Calvin Broadus, was recently revealed as a surprise model during the club’s 2025–26 home kit launch.
The 53-year-old artist now joins the club’s ownership group, which already includes Real Madrid and Croatia legend Luka Modric. Modric recently acquired his own stake in the Welsh side following a takeover last November led by American businessmen Brett Cravatt and Jason Cohen.
Snoop expressed his excitement in a statement published on Swansea’s website, saying the club’s background and values resonated with him. “This is a proud, working class city and club. An underdog that bites back, just like me,” he said. “I’m proud to be part of Swansea City.”
Global reach meets local pride
Snoop Dogg’s involvement with the club reportedly came through a shared contact with the new American owners, Cravatt and Cohen. He now brings with him a massive online following—his social media audience surpasses 100 million—which the club believes will help increase global visibility.
The new owners have highlighted their strategy of raising the team’s profile as part of a broader plan to generate more income. This revenue growth is aimed at strengthening the squad while remaining compliant with profit and sustainability regulations.
“Snoop’s colossal global fanbase and audience will certainly help us do that,” the club’s ownership said. “He has made clear to us throughout this process just how excited he is at the prospect of joining the club.”
Marking a new chapter at the club
As part of his introduction, the club has installed a mural of Snoop Dogg at the Swansea.com Stadium’s West Stand. This gesture marks his formal inclusion in the club’s leadership group and signals his expected long-term role with the team.
Though the rapper’s appearance in the kit launch came as a surprise to many, the club has since indicated that his participation goes beyond publicity. Swansea has described Snoop as someone with a long-standing interest in sports, and he has pledged “to do all I can to help the club.”
Meanwhile, Cravatt and Cohen visited Swansea’s pre-season camp in Spain this week, with the club sharing images of the pair alongside players and staff on social media.
