Snoop Dogg ‘Proud’ of Investment and Co-Ownership Stake in Swansea A.F.C. Soccer Team: ‘I’m Not a Player, I’m an Owner’
Investing in Welsh soccer clubs isn’t just for Hollywood superstars. Four years after Ryan Reynolds and Rob McElhenney bought the Welsh Wrexham AFC team and boosted the moribund club’s status from the lower-rung National League to a historic three consecutive promotions in the English Football League, Snoop Dogg is getting in on the action.
The rapper known as a major American football booster through his Snoop Youth Football League for inner-city youth has become a co-owner and investor in a different Welsh soccer team, Swansea City A.F.C. The one-time Premier League club that currently plays in the English second division, announced the news on Thursday (July 18) in an Instagram post that read, “Swansea City is delighted to announce global rap superstar and multi-platinum selling artist @snoopdogg has become the club’s latest high-profile co-owner and investor.”
In addition, the team posted a promo video featuring a graffiti artists throwing up a mural announcing the news with Snoop providing the voiceover. “For many years I’ve been associated with soccer,” Snoop says over images of him rocking a number of different soccer jerseys (or “kits” as the English refer to them) on stage over the years.
“Yeah, I’ve worn a lot of kits in my life. But now I’m at the part of my life where I’m trying to find a kit that fits. The kit with the hit,” he says. “You know what I’m talking about. One team. The underdogs. [A] team that feels like me, that reals like me. I’m talking about Swansea City. Yeah baby! I’m not a player, I’m a owner. Swansea City, we coming to a hood near you. Big Snoop Dogg, Swansea City, baby, let’s go!” The video ends with the final look at the tagger’s piece, a mural of Snoop wearing the Swansea jersey.
At press time the team had not disclosed the amount of Snoop’s investment or ownership stake.
In a statement on the team’s official website it said, “[Snoop] has also always had a deep love of sport, and football in particular. At one point he was a brand ambassador for the FIFA video game series, and has been pictured wearing a variety of team jerseys over the years… And 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 to further support our aspirations as a club.”
It noted that the official mural painted by Hasan “HASS” Kamil, as seen in the video, was recently unveiled in the West Stand at the team’s home stadium.
In an accompanying statement, Snoop, 53, added, “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. I am going to do all I can to help the club, and I look forward to getting to know all my YJBS.”
Swansea City chief executive Tom Gorringe added, “It is very exciting for us as a football club to formally welcome Snoop Dogg as a co-owner and investor into Swansea City. His enjoyment and love of football is well documented, and he has often spoken of a desire to get more involved in the sport. We are delighted he believes that being part of Swansea City is the right way to realise that ambition. Dogg is passionate about this project and helping us continue to raise the profile of the club to as wide an audience as possible.”
The team’s ownership group also had high praise, writing, “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.”
Last weekend Snoop helped reveal the look of the club’s 2025-2026 home kit in a video in which he said, “See that? That’s official. Official like a referee with a whistle, baby. We comin’ to get it,” while showing off the white shirt with “Dogg” embroidered on the back.
Check out Swansea’s announcement below.
Gil Kaufman
Billboard
