Snoop Dogg becomes co-owner of Championship side Swansea City
The rapper has made an intriguing business venture that involves the Welsh team.
Iconic rapper Snoop Dogg has officially joined Swansea City’s ownership group, taking on a minority stake in the Championship club in a move that stunned supporters and boosted the club’s global profile.
The 53-year-old music legend, real name Calvin Broadus, was recently revealed as the unexpected face of Swansea’s 2025-26 home kit launch – and now, the club has confirmed he’s a new co-owner, joining Real Madrid icon Luka Modric, who also bought into the club earlier this year.
“My love of football is well known, but it feels special to me that I make my move into club ownership with Swansea City,” Snoop Dogg told the club’s website.
“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.”
Snoop’s involvement came through mutual contacts with current owners Brett Cravatt and Jason Cohen, two American entrepreneurs who took over the Welsh club last November and have since brought in Modric as an investor as well.
The rapper, who boasts over 100 million followers across his social platforms, is expected to play a key role in helping Swansea expand its international appeal and revenue streams, which the club hopes will translate into greater investment in the playing squad under the EFL’s profit and sustainability regulations.
Swansea City is delighted to announce global rap superstar and multi-platinum selling artist @SnoopDogg has become the club’s latest high-profile co-owner and investor.
👉 https://t.co/x0Rn7Jrapo pic.twitter.com/WkmrtBd56k
— Swansea City AFC (@SwansOfficial) July 17, 2025
“To borrow a phrase from Snoop’s back catalogue, this announcement is the next episode for Swansea City as we seek to create new opportunities to boost the club’s reach and profile,” read a statement from the club’s owners.
“Snoop’s colossal global fanbase and audience will certainly help us do that, and he has made clear to us throughout this process just how excited he is at the prospect of joining the club.
Snoop has openly shared his love of football and his desire to be involved in the game and we expect his involvement to support us putting as competitive a team as possible out on the field.”
The club also unveiled a mural of Snoop Dogg in the West Stand at the Swansea.com Stadium to commemorate his addition to the ownership group, stating he has “always had a deep love of sport”.
Cravatt and Cohen, despite being US-based, have shown a hands-on approach, recently visiting the club’s pre-season training camp in Spain where they met players and staff – a sign of their intent to stay closely connected to the team’s development.