American rapper and producer Snoop Dogg has officially joined Swansea City as an investor, the Championship club confirmed on Thursday. He becomes a co-owner alongside Croatian footballer Luka Modric.
This announcement follows Snoop Dogg’s recent involvement in launching the club’s new home kit, which had already sparked rumours about a deeper connection with Swansea.
“My love for football is no secret, but becoming part of Swansea City feels especially meaningful. The club’s history and the spirit of the local community really resonated with me. It’s a proud, working-class city and team — an underdog, like me,” Snoop shared on the club’s official website.
Earlier in April, Modric became part of the club’s ownership team, joining American investors Andy Coleman, Brett Cravatt, Nigel Morris, and Jason Cohen. The club now looks to leverage the global influence of its newest co-owner to expand their international reach.
Swansea’s ownership group expressed their excitement, stating that Snoop’s massive global following will bring added exposure and energy to the club. They emphasized that he has been enthusiastic throughout the process and committed to helping the team grow competitively.
Swansea, currently navigating financial challenges after reporting a pre-tax loss of £15.2 million, will be hoping this high-profile investment can provide a boost both on and off the pitch.
With Welsh rivals Wrexham also making headlines through their celebrity owners and popular TV series, Swansea could potentially explore their own unique form of global storytelling — possibly even a “Doggumentary.”
