The 54‑year‑old megastar stunned the football world last summer when he bought a minority stake in the Swans, joining Real Madrid legend Luka Modric and US businesswoman Martha Stewart in a celebrity‑heavy ownership group.
Speaking to WalesOnline, Snoop said he’s not here to sit quietly in the boardroom — he wants to help transform the club’s commercial muscle and global reach.
“I want to be real hands on,” he said. “I want to take the club in a direction maybe it hasn’t been before. We want to take Swansea to the Premier League, and to do that we are going to need money — that’s the reality of the game these days.”
‘A global name’ — and more celebrity investors?
(Image: Swansea City FC)
Snoop says he’s already working on sponsorships and publicity opportunities to push Swansea onto the world stage. He’s helped launch the club’s home kit, a new beer, and a clothing line with his Death Row Records brand.
And he hinted more big‑name investors could join him — but only if they bring something meaningful to the table.
“I have invested, Martha has invested, and my boy Luka has invested,” he said. “It’s got to be somebody who can bring more than just money… a global name that attracts attention and revenue.”
Stewart has already been spotted at the Swansea.com Stadium, taking in the win over Wrexham, while Snoop’s son Cordell attended earlier in the season.
(Image: Huw Evans Picture Agency)
When will Snoop visit SA1?
The rapper hasn’t confirmed when he’ll make his first appearance in SA1, but says meeting the Jack Army is one of the things he’s most excited about.
“For real I want to meet with the fans,” he said. “They are one of the big reasons I invested in the team. These fans are passionate, they are real, and I want to hear what they got to say when I am in Swansea.”
He added that owning a football club has been a long‑held ambition: “I knew I always wanted to invest in a soccer team — it was all about waiting for the right opportunity.”
Backing Vítor Matos and dreaming of the play‑offs
On the pitch, Snoop says he’s been impressed by head coach Vítor Matos and believes Swansea must keep pushing for the play‑offs, even if the odds are long.
“It’s been steady, and even though Swansea is a long‑term project, we got to still dream for this season,” he said. “In the Championship you always got to believe that play‑off place is alive.”
A new era of star‑powered ownership
Modric was the first celebrity to join Swansea’s ownership group, with the club’s American leadership believing high‑profile names can boost global visibility and revenue.
With Snoop Dogg now publicly outlining his ambitions — and hinting at more celebrity involvement — Swansea City’s off‑field profile is rising fast.
Whether it leads to Premier League football remains to be seen, but one thing is clear: the Swans have never had an investor quite like this.
