Snoop Dogg, who contemplated buying a stake at Celtic in 2024, has now bought one at Swansea City.
Snoop Dogg’s decision to invest in Swansea City may seem surprising at first glance, but it aligns with a growing trend of high-profile North American celebrities diving into football club ownership, particularly in the UK.
The Welsh club confirmed the 53-year-old’s investment on Thursday.
Snoop Dogg was involved with Swansea’s kit launch earlier this week, appearing in a social media post wearing the team’s home jersey for the 2025-26 season.
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Here's why the 17-time Grammy nominee and global hip-hop icon has teamed up with Real Madrid legend Luka Modric as part of the Championship club's ownership group:
Snoop Dogg’s Deepening Love For Football
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Snoop Dogg has long expressed admiration for "soccer," frequently appearing in football jerseys and voicing support for teams like Celtic.
“Investing in a sports team has been something I have been looking at for a long time,” Snoop Dogg told Scotland’s Sunday Mail in 2024. “If the chance came to invest in Celtic, I would be crazy not to take a look at it.”
His investment in Swansea is a natural extension of this passion. As he put it on a club statement:
“My love of football is well known… This is a proud, working class city and club. An underdog that bites back, just like me.”
This emotional connection and narrative of resilience match the club’s identity, giving Snoop a personal reason to get involved.
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With Luka Modric — a six-time Champions League winner — having joined Swansea's ownership group earlier this year, the club is clearly building a portfolio of high-profile figures.
Snoop’s involvement follows that trajectory, adding international cultural cachet to the footballing pedigree Modric brings.
Modric’s move to Milan and his legacy at Real Madrid also reflect a shift: football legends are looking beyond playing careers to shape clubs off the pitch. Snoop, similarly, brings his global brand to grow the club’s reach.
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Snoop Dogg’s Plan to Grow Swansea’s Profile
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Snoop Dogg’s participation supports Swansea’s ambitions to build a more global identity, particularly in the US.
Increased merchandise sales, international sponsorships, greater media attention and enhanced fan engagement across demographics
Snoop Dogg is part of a broader movement of celebrities investing in English football. Notable names include Ryan Reynolds and Rob McElhenney of Wrexham, NFL legend Tom Brady at Birmingham City, JJ Watt at Burnley, Michael B. Jordan at Bournemouth as well as Russell Westbrook, Russell Crowe and Will Ferrell at Leeds United.
These figures bring not just capital but influence, helping clubs attract new fans and commercial partnerships. For Swansea, adding Snoop to the ownership group is both a financial and cultural play.
Snoop will be hoping his investment at the club not only buoys Swansea’s push for promotion to the Premier League but also redefine what it means to be a modern football club with global relevance.