Hip-Hop royalty descends upon South Wales as Snoop Dogg becomes the latest investor in Swansea City FC.
Hip-Hop legend Snoop Dogg has become a minority co-owner and investor in Swansea City after the Championship club confirmed his stake on July 17.
Snoop Dogg now becomes part of an ownership group that includes former Real Madrid and Tottenham Hotspur legend Luka Modrić, joining majority owners Brett Cravatt and Jason Cohen.
“I’m proud to be part of Swansea City,” said Snoop Dogg. “My love of football is well known, but it feels special to me that I 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.”
Snoop Dogg’s first involvement with Swansea came last weekend as he unveiled the club’s 2025/26 home kit. This came as a surprise to many, but Snoop Dogg already held a relationship with Cravatt and Cohen and was the first hint of a potential stake in the club.
Swansea City revealed in a statement on the club website it will leverage Snoop Dogg’s large online and global presence to uplift the profile of the club and attract future capital and revenue.
Snoop Dogg is one of the most recognisable faces in Hip-Hop and US music, with over 100 million social media followers. He also boasts a large portfolio of brand endorsement deals and partnerships. The Los Angeles Times estimates Snoop Dogg has appeared in over 70 brand campaigns, including AirBnb, Pepsi and the 2028 LA Olympic Games.
Swansea City’s ownership group stated: “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.
“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.
“During our conversations Snoop spoke about having worn many football shirts without ever having felt a club to be the right fit for him. We are delighted that putting on a Swansea shirt has proven to be that right fit.”
A new era for Swansea
Snoop Dogg’s arrival on the ownership board of Swansea is the latest signal intent from the new ownership group it intends to grow the national and global brand of the club.
Cravatt and Cohen make up a consortium of majority owners that also includes Andy Coleman and Nigel Morris, which acquired the club in November 2024 after Swansea experienced years of tense relationship between its former owners Steve Kaplan and Jason Levien, and the Swansea City Supporter’s Trust.
The club’s supporter’s trust were left angered regarding the negotiation details of Kaplan and Levien’s 2016 acquisition, coupled with disappointing performances on the pitch season upon season.
With the addition of Snoop Dogg and Modrić to the ownership group, the consortium is aiming to attract lucrative deals from potential sponsors to raise revenues and exposure. This will, in turn, aim to be reinvested back into the team to help the club gain promotion to the Premier League.
Snoop Dogg joins a growing list of US celebrities and sports stars who have taken great interest in investing in lower league English football clubs.
While Ryan Reynolds and Rob McElhenney kickstarted the growing trend with their ownership of Wrexham, it has also seen Tom Brady become a minority owner of Birmingham City, and other sports stars such as Jordan Spieth and Russell Westbrook owning shares in Leeds United.
