Imagine seeing Snoop Dogg dressed as an equestrian feeding carrots to horses—and then popping up as a part-owner of a British football club.
That’s exactly where we find ourselves now with Swansea City.
From Olympic Rings to Riding Dogs
At the Paris Olympics last summer, Snoop was everywhere.
NBC hired him as a “Special Correspondent,” and he cruised from gymnastics to volleyball—but stole the show at the dressage arena.
Donning a riding coat, helmet, and jockey boots, he insisted he was there to feed the dancing horses, saying: “I want to make sure they’re fed before they do their thang.”
Sure enough, he handed a carrot to one horse, declared it “off the chain,” and wanted to film it for a music video.
Despite the Games’ strict rules, Snoop’s Olympic pin—an image of him exhaling smoke in rings of Olympic colors—got a pass.
He has around 100 million social followers—four times the Games’ audience—so brands bowed a bit.
Cashing In on Stardom… Literally
Snoop reportedly earned about £400,000 per day for three weeks of Olympic gigging, expenses separate.
Now, he’s turned that brand into another venture: part-owner of Swansea City, fresh off a mid-table split in the Championship.
He explained, “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.”
Glamour or Gimmick?
Let’s be clear—we’re talking Snoop Dogg. The surreal part of feeding horses or buying a football club becomes kind of wonderful if you buy into it.
Still, is it more spotlight or serious strategy? Will his star power help Swansea become a global commercial sensation, or is it just eyebrow-raising clickbait?
Insiders suggest Snoop might attend a match this season and helped launch a new kit, but that’s about it.
There’s no talk of a multi-part docu-series like with Wrexham. Details about the size of his investment and his stake remain undisclosed.
Celebrities and Football: Trend or Trouble?
Football clubs are changing hands faster than ever, and celebrity investors are the latest trend: think Jordan Spieth and Will Ferrell at Leeds, LeBron James at Liverpool, Tom Brady at Birmingham, JJ Watt at Burnley.
Brady’s presence, even if minimal behind the scenes, has helped attract U.S. sponsors.
Snoop might bring similar energy—or maybe not.
Unlike Reynolds and McElhenney at Wrexham, who’ve actively fueled success and storytelling, there’s no visible follow-through from Snoop yet.
Swansea’s History: Lessons from the Past
I’ve followed Swansea since their Premier League run.
The club’s rise—from League Two to the Europa League—rested on local leadership and community values. When earlier American owners took over, fans felt betrayed.
Now, reacquainting with celebrity ownership may seem nostalgic, but it also raises questions about the club’s real direction.
Snoop’s partnership may feel fun, but let’s not mistake it for meaningful investment.
After all, it’s an entertainer’s play—part performance, part portfolio.
At the End of the Day: Carrots or Cash?
From Dolling out carrots to horses to sporting a Swansea City jersey—it all fits Snoop Dogg’s legacy of mixing the bizarre with the business.
But until something tangible happens—like consistent presence, community projects, or financial transformation—it’s more of a wink than a promise.
Football deserves more than gimmicks.
It deserves care, community, and commitment—not just clicks.