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The American rapper Snoop Dogg has bought a minority stake in the Championship club Swansea. The deal was announced three months after the Croatia international Luka Modric joined as an investor and co-owner.
Snoop Dogg helped to launch Swansea’s new home shirt on Monday. The 53-year-old is a keen sports fan and has described Celtic as his favourite football club in Scotland. He said last month he would love to open a burger van at Celtic Park.
Swansea have been under majority American ownership, led by Brett Cravatt and Jason Cohen, since last November. News of Modric’s involvement at Swansea caused an instant rise in followers on the club’s social media channels, and Snoop Dogg has almost 89 million Instagram followers, more than twice as many as the midfielder, who joined Milan this month after leaving Real Madrid.
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.”
The club said in a 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.
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“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 Modric 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 … 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.”
Snoop Dogg’s sporting involvement has included working as a correspondent for NBC at the Olympics, carrying the Olympic torch and coaching youth American Football teams. In 2023 he was part of a group that tried to buy the Ottawa Senators ice hockey team.
