Rap legend Snoop Dogg has taken a significant step into the world of sports ownership by acquiring a stake in Swansea City, the Welsh soccer club announced on Thursday. For those unfamiliar, Swansea City plays in the Championship, which is the second tier of English soccer, right below the prestigious Premier League.
Swansea is currently under the ownership of American trio Andy Coleman, Brett Cravatt, and Jason Cohen, who took over the club just last year. Interestingly, the ownership landscape has become quite international, as this April, Croatian soccer star Luka Modrić, who recently moved to AC Milan after an impressive 13 seasons with Real Madrid, also joined Swansea’s list of investors.
As we look to the future, Swansea City is set to embark on its seventh season in the Championship— a notable journey since the club enjoyed seven years in the Premier League before facing relegation at the end of the 2017-18 season.
Snoop Dogg, who boasts an impressive 155 million social media followers, played a pivotal role last weekend when he helped unveil Swansea’s 2025-26 home jersey. His involvement doesn’t just stop there; by promoting the jersey across his platforms including Facebook, Instagram, and Twitter/X, he’s set to elevate the club’s profile in a way that few could.
“My love of football is well known, but it feels special to me that I make my move into club ownership with Swansea City,” Snoop said excitedly in the team announcement. It’s clear that this isn’t just a business move for him; it’s a true passion project.
The Championship is gearing up for an exciting season ahead, with celebrity ownership injecting fresh energy into the league. Following the impressive promotions of Wrexham and Birmingham City, the wave of celebrity involvement continues. Ryan Reynolds and Rob McElhenney—known for their work in television and film—became co-owners of Wrexham in 2020, and their commitment has paid off with three consecutive seasons of promotion. Not to be outdone, actress Eva Longoria has also put her money into the Welsh club. Meanwhile, seven-time Super Bowl champion Tom Brady has a small stake in Birmingham City, adding another layer of star power to the mix.
Moreover, Burnley, which counts three-time NFL Defensive Player of the Year J.J. Watt among its investors, is heading to the Premier League for the upcoming season. Actor Michael B. Jordan is also making waves as an investor in Bournemouth, while Leeds United boasts a star-studded list of investors, including actors Russell Crowe and Will Ferrell, alongside professional golfers Jordan Spieth and Justin Thomas, and former NBA MVP Russell Westbrook.
This trend of celebrity ownership is reshaping the landscape of English soccer, drawing fans in from various walks of life. With Snoop Dogg now in the mix, it’s safe to say that Swansea City is poised to capture not only the heart of Welsh football but also fans around the globe. As the lines between sports and entertainment continue to blur, many are eager to see what this new chapter will bring for both the club and its vibrant new owner.
Image Source: Snoop Dogg @ Instagram
