Snoop Dogg Becomes Co-Owner of Swansea City FC – A Cultural Shift for the Club

Global music icon and entrepreneur Snoop Dogg has officially become a co-owner and investor in Swansea City FC, marking one of the most high-profile ownership additions in the club’s recent history. His involvement follows the arrival of Croatian football legend Luka Modrić earlier this year and signals a new international direction for the Championship club.

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A viral launch and deeper ties

The announcement came shortly after Snoop helped launch Swansea’s 2025/26 home kit, which sparked significant buzz across social platforms. To commemorate his arrival, a mural created by artist Hasan Kamil was unveiled inside the West Stand of Swansea.com Stadium – not just as a marketing activation, but as a symbol of his commitment to the club.

From fan to co-owner

Snoop Dogg has long expressed his passion for football. Over the years, he’s been spotted in numerous jerseys and even served as a brand ambassador for the FIFA video game series. But this is his first official move into club ownership.

“This is a proud, working-class club. An underdog that bites back – just like me,” said Snoop Dogg. “I’m proud to be part of Swansea City, and I’m here to contribute, not just to wear the shirt.”

Expanding Swansea’s global profile

With over 35 million records sold worldwide and a combined social following in the hundreds of millions, Snoop’s arrival is expected to significantly enhance the club’s global commercial presence. Club executives see this partnership as a key step toward attracting international sponsors, engaging new fans, and building stronger brand equity across new markets.

“It’s a huge moment for us to welcome someone of Snoop’s global influence into the club,” said Swansea City CEO Tom Gorringe. “His passion for football is genuine, and his belief in the Swansea project aligns with our long-term ambitions.”

Ownership group on next steps

Swansea City’s ownership group emphasized that this isn’t a short-term marketing stunt — it’s a long-term move aimed at unlocking growth on and off the pitch.

“Snoop has worn many football shirts, but he’s never truly found a club that fits. Swansea is that fit,” the ownership statement said. “His involvement will help us build a competitive team and widen our global reach.”

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