July 21 – Three months after former Real Madrid superstar Luka Modric’s surprise arrival has come the even more eye-catching news that Snoop Dogg is joining the Croatia legend as an investor and co-owner at Swansea City.
The 53-year-old iconic rapper, songwriter, producer and actor, who made headlines as an Olympic torchbearer in Paris and has worn shirts from AC Milan to Manchester United throughout his career, is planning a trip to the Swansea.com Stadium to watch a game.
“For many years, I have been associated with soccer,” Snoop Dogg says in a video released by Swansea this week. “I have worn a lot of kits in my life, but now I am at the part of my life where I am trying to find a kit that fits.”
In a sense, Swansea are trying to follow Welsh counterparts Wrexham’s lead by bringing celebrity investors on board. The clubs have already engaged in playful social media sparring, with Swansea responding to Ryan Reynolds’ “dog not included” post about Wrexham’s new kit by declaring “Dogg included” alongside images of Snoop wearing their home shirt.
What Swansea’s hierarchy have made clear is that they believe Snoop Dogg’s involvement will mean more eyes on the club. “It is hoped 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,” the club said.
No value has been put on Snoop Dogg’s buy-in.
“It’s a little bit surreal isn’t it, Snoop Dogg involved with Swansea, but you can’t argue with the publicity it’s going to bring,” says Steven Carroll, editor of SOS fanzine. “In this era of financial fair play where we have got to try to maximise revenue, having Snoop Dogg raising the profile and potentially raising a few quid for us from America, that won’t do any harm at all.”
Former Wales striker Iwan Roberts believes the move “can only be good news for Swansea.” “Snoop Dogg has got more than 88 million on Instagram and more than 20 million on X. It’s going to persuade the people who follow him to maybe support Swansea and bring some new followers through the gates.”
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