Swansea’s most famous ice cream is heading to the terraces — and it’s already got the backing of the club’s newest co-owner, rap legend Snoop Dogg.
From the start of the 2025–26 season, fans at the Swansea.com Stadium will be able to enjoy Joe’s Ice Cream on matchdays, thanks to a new partnership between the club, catering partner Levy, and the century-old Swansea brand.
The announcement follows a wave of global attention after Snoop Dogg joined Swansea City AFC as a co-owner and investor earlier this month. In a video shared on social media, the rapper is seen enjoying a tub of Joe’s, declaring:
“This ice cream is cold, creamy, and delicious. Swansea got it going on!”
The moment was captured in a mural unveiled at the stadium’s West Stand, showing Snoop tucking into a tub of Joe’s — a nod to both his new role and the city’s culinary heritage.
Local pride meets global reach
Joe’s Ice Cream, founded in 1922 by Guiseppe ‘Joe’ Cascarini, has long been a staple of Swansea life. The brand recently celebrated its 100th birthday with a rebrand, parlour renovation, and community tree-planting initiative.
“Snoop Dogg’s involvement with our football club has garnered global headlines, but we will always be a club grounded in the heart of our local community,” said Swansea City chief executive Tom Gorringe. “Having Joe’s Ice Cream on sale at the Swansea.com Stadium ties together two staples of life in our city.”
Lucy Hughes, director of Joe’s Ice Cream, added:
“We’ve been part of some memorable moments over the years — but a nod from Snoop Dogg ranks among the most unexpected and entertaining.”
The partnership kicks off with Swansea’s home friendly against Lorient on Saturday, August 2, where fans will be able to sample Joe’s signature vanilla and other flavours from dedicated stadium kiosks.
A taste of Swansea for the Jack Army
The collaboration is the latest in a series of high-profile moments for the Swans, following Snoop Dogg’s surprise kit reveal and his statement that Swansea is “an underdog that bites back — just like me”2.
With Joe’s now part of the matchday experience, the club continues to blend local identity with global appeal, offering fans a taste of Swansea both on and off the pitch.
