How Snoop Dogg came to invest in Swansea as he prepares for first home game

Martin Macdonald

• 24 Feb 2026 07:01 CST
• 4 min read

Nieuws

Celebrity owners are nothing new in football these days as the world watches on in awe at Wrexham's rise under the stewardship of Hollywood superstars Ryan Reynolds and Rob McElhenney.

One investment has gone slightly under the radar, however, and that involves rap legend Snoop Dogg becoming a minority shareholder in Swansea City.

In July, the club announced that Snoop had become part-owner and minority shareholder. He said at the time:

"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.

"I'm proud to be part of Swansea City."

He was brought on board by the club's US owners Brett Cravatt and Jason Cohen.

🐾 @SnoopDogg is asking the Jack Army to join him in a pre-match towel twirl this evening 🙌

Fans are encouraged to be in their seats 20 minutes before kick-off, and to twirl the towels as Snoop walks on the pitch. pic.twitter.com/sr0z0m1J9B

— Swansea City AFC (@SwansOfficial) February 24, 2026

Though Snoop hasn't piled money into the club, he has been credited with raising its profile to the point where ticket sales to matches have spiked, with the rapper utilising his 100 million+ followers on social media to promote Swansea.

"The reality is that if we operated within our natural resources we couldn't compete financially," chief executive Tom Gorringe told the BBC.

"PSR (profit and sustainability rules) is our biggest constraint. We are up against sides with parachute payments and we have one of the lowest turnovers.

"We have to think of new ways to generate income. We are an underdog and part of the attraction for him is the difference he can make with the pull he naturally has."

Snoop was given a tour of the training ground on Monday and even held a private show at an industrial estate in the city on Monday evening, belting out his famous tunes while wearing a Swansea kit.

He'll attend his first game on Tuesday as Swansea host Preston. That fixture is reportedly sold out, largely due to his status.

Last July he became an investor alongside legendary midfielder Luka Modric and American TV legend Martha Stewart.

"There's a definite excitement about being part of things and he was really engaged in it all - but it's clear he's aware there's a responsibility," adds Gorringe.

"He wants to learn more about the city and the community because he sees that as an important role.

"It would be easy for this to be done as a PR stunt but understanding the city is the heart of who we are and who he is."

Snoop Dogg wants to open a burger van at Celtic Park

Snoop is also an unlikely supporter of Scottish champions Celtic and has been spotted on numerous occasions wearing the club's famous green and white hoops.

He previously revealed a desire to one day open up a burger van at Celtic Park and even serve the fans himself, telling the Sunday Mail:

"I would love to bring a pop-up burger [van] to a sports stadium to show fans that food at stadiums can be good.

"It's got to be Celtic Park, man. The secret to a good burger is the love in the preparation. The ground beef has got to be mixed with some secret spices, then add a good quality cheese and some maple-cured bacon.

"The Celtic fans are gonna love it, and to make sure they are just right, Snoop is going to be serving them himself."

The FootballTransfers app

Check out FootballTransfers' new app for all of football's big storylines, transfer rumours and exclusive news in one convenient place directly on your mobile device.

The FootballTransfers app is available in the Apple App Store. Download here:

•App Store