Snoop Dogg has joined Swansea City’s ownership group to become their latest celebrity co-owner.
Luka Modric – prior to his Real Madrid exit this summer – became a minority stake holder in the Championship club back in April.
Snoop Dogg fronted Swansea‘s 2025/26 home kit launch this week, sharing videos of himself donning the all-white strips on his social media accounts.
In a video showcasing the new kit, the rapper captioned his social media post: “Hail to Wales and to Swansea City. It’s your boy big Snoop Dogg.
“Coming to a hood near you. Oh yeah, these are the new jerseys.”
And he is now confirmed to be the latest American celebrity who holds ownership stakes in an EFL club.
Speaking to Swansea’s website, Snoop Dogg said: “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.”
Meanwhile the club’s 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.”
Snoop Dogg has followed in the footsteps of Tom Brady, who is one of the most high-profile American figures to invest in an EFL club, with the NFL legend doing so at Birmingham City.
And through 49ers Enterprises, various celebrities have also pooled investments in Leeds United.
This group includes actor Will Ferrell, golfers Jordan Spieth and Justin Thomas, and NBA players Russell Westbrook and T.J. McConnell.
Perhaps most famously, actor-producers Ryan Reynolds and Rob McElhenney completed a £2million takeover of Wrexham in 2021, leading them from the National League to the Championship ahead of the 2025/26 season.
And while Modric has invested in Swansea, he isn’t the first world class footballer to become a co-owner in a club.
Notably, Kylian Mbappe took an 80 per cent ownership of French second-division club SM Caen in 2024, via the investment firm Coalition Capital.
Fellow Frenchman N’Golo Kante also stepped into a leadership position in 2023.
Following his switch to Saudi Arabia, the former Chelsea star purchased Belgian third-tier side Royal Excelsior Virton, assuming the position of club chairman.
Swansea’s American owners – Brett Cravatt and Jason Cohen – are seemingly keen on utilising celebrity cachet as a tool to expand the club’s international brand.
In March, Swansea announced a pre-tax loss of £15.2m for the latest financial year.
The two businessman took over the reigns last November and oversaw a 14th-place league finish in their first season.
The Swans have not played in the Premier League since they were relegated in 2018.
But Cravatt and Cohen have promised to keep fans consistently informed about developments at the club, as they hope to overturn recent fortunes.
They duo told fans in a statement in April: “We will be honest and transparent and keep you up to speed on our progress and areas where we can improve or where mistakes have been made.”