On July 17, 2025, American rapper Snoop Dogg, real name Calvin Broadus, became a co-owner and investor in Swansea City, a Welsh club in the English Football League (EFL) Championship, by acquiring a minority stake.
The announcement follows his appearance as the surprise model for the club’s 2025-26 home kit launch, which generated significant buzz on social media. Snoop Dogg joins former Real Madrid and Croatia star Luka Modric, who became an investor in April 2025, in the club’s ownership group, led by American businessmen Brett Cravatt, Jason Cohen, and Andy Coleman since their takeover in November 2024.
Snoop Dogg, with over 100 million social media followers, expressed his enthusiasm, stating, “My love of football is well known, but it feels special to 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.” The club’s owners emphasized that Snoop’s global fanbase will enhance Swansea’s commercial profile, aligning with their strategy to increase revenue under profit and sustainability rules to field a more competitive team.
Swansea, relegated from the Premier League in 2018, aims to leverage high-profile investors like Snoop and Modric, who recently signed with AC Milan, to boost its brand. A mural of Snoop Dogg was unveiled in the Swansea.com Stadium’s West Stand to mark his ownership role. His involvement, facilitated through a mutual connection with Cravatt and Cohen, follows his expressed interest in football, including a previous desire to invest in Celtic.
The move positions Swansea alongside other Championship clubs with celebrity owners, such as Wrexham (Ryan Reynolds and Rob McElhenney) and Birmingham City (Tom Brady), as they prepare for the 2025-26 season.
