Music icon Snoop Dogg officially joined Swansea City as a minority investor in July 2025, providing a massive boost to the Welsh outfit’s global reputation through his celebrity status and substantial social media following.
The rapper has an estimated wealth of approximately £126 million, built on his legendary music career, business ventures in the cannabis industry, and high-profile brand endorsements with companies like 19 Crimes and Skechers.
Snoop was inspired to invest because he views Swansea as a sporting underdog that “bites back,” noting that the city’s working-class identity and the club’s history struck a personal chord with his own life story.
Beyond being a silent partner, the star has expressed a desire to be hands-on with the club, aiming to help lead them back to the Premier League while also engaging directly with the passionate local fanbase.
His personal life saw a marital split in 2004 when he filed for divorce from his wife, Shante Broadus, citing irreconcilable differences, though he famously “threw the papers away” and reconciled with her shortly after.
The ownership group is part of a growing trend of American investors in British football, with Snoop joining a consortium that includes majority owners Brett Cravatt and Jason Cohen, alongside other celebrities like Luka Modric and Martha Stewart.
To celebrate the deal, a stadium mural of the “Doggfather” was unveiled at the Swansea.com Stadium, marking a new era of commercial strategy focused on increasing the club’s shirt sales and international sponsorship revenue.