American rapper Snoop Dogg has joined the ownership group of English Championship club Swansea City, marking a significant move into the world of football.
The club announced the investment on July 17, 2025, showcasing Snoop Dogg in their 2025-26 home jersey. In a statement on Swansea’s website, he shared: “My love of football is no secret, and it feels special to make my move into club ownership with Swansea City. The story of the club and the area really resonated with me. This is a proud, working-class city and club. An underdog that bites back—just like me.”
Snoop joins high-profile co-owner Luka Modric, the former Real Madrid star who became a minority stakeholder in April 2025. This follows the takeover by American businessmen Brett Cravatt and Jason Cohen in November 2024.
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.
👉 https://t.co/x0Rn7Jrapo pic.twitter.com/WkmrtBd56k
— Swansea City AFC (@SwansOfficial) July 17, 2025Snoop’s involvement positions him as a rival to Ryan Reynolds and Rob McElhenney, the owners of Welsh club Wrexham AFC, now competing in League One. Below, we explore the investment, its implications, and Swansea’s ownership landscape, based on reports from The Athletic, The Guardian, and Swansea City’s official statements.
Snoop Dogg’s Investment and Motivation
Snoop Dogg’s entry into Swansea City reflects his passion for football. He helped launch the club’s new kit, amplifying its reach with his 155 million social media followers. His statement highlights a personal connection to Swansea’s working-class identity, aligning with his own underdog narrative. The club sees his global influence as a tool to boost commercial performance, with a mural unveiled in the West Stand to mark his ownership.
Snoop Dogg becomes co-owner of Swansea City soccer team, calls it an "underdog that bites back, just like me." https://t.co/8xo3uGRuKo
— CBS News (@CBSNews) July 20, 2025Swansea’s ownership includes Modric, who joined in April, and Americans Cravatt and Cohen, who assumed control last November. Snoop’s involvement adds star power, competing with Wrexham’s Reynolds and McElhenney, whose club has seen three consecutive promotions. The club aims to leverage these names to enhance its global profile and financial stability, especially after a £15.2 million pre-tax loss in 2024.
Rivalry with Wrexham AFC
Snoop’s stake positions him against Reynolds and McElhenney, whose Wrexham AFC plays in League One after recent successes. Swansea’s kit launch included a playful jab at Wrexham, signalling a competitive edge. Both clubs aim to climb English football’s tiers, with celebrity ownership boosting their visibility.
Read: Snoop Dogg Backs Clippers to Clear Lakers’ Path in 2025 NBA Playoffs
Swansea, in its seventh season in the Championship, seeks a return to the Premier League after being relegated in 2018. Snoop’s investment could drive commercial growth, supporting squad investments in line with profit and sustainability rules. His involvement, alongside Modric, elevates Swansea’s global appeal.
