‘An underdog that bites back, just like me': American rapper Snoop Dogg on buying stake in Swansea City
'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 music icon said in the announcement. '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,' Dogg told the club's website.
Though based in Swansea, Wales, the club plays within the English football pyramid. Founded in 1912, Swansea were promoted to the Premier League in 2011 and won the League Cup in 2013. They were relegated to the second division English Championships after the 2018 season. The club had seen a takeover led by American businessmen Brett Cravatt and Jason Cohen last November. Since then they replaced manager Luke Williams with Alan Sheehan becoming the team manager. Last year, the team finished 14th in Championship standings followed by the year's 11th place finish in the standings. With Modric becoming one of the investors, Dogg now becomes the second big name to invest in the club.
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, 2025
https://platform.twitter.com/widgets.js
The 53-year-old rapper, who was one of the torch bearers of the Olympic flame in Paris Olympics, has been known to support teams like NHL side Toronto Maple Leafs apart from having seen wearing shirts of clubs like Chelsea, Barcelona, AC Milan, Ajax, Arsenal, Burnley, Norwich City, Liverpool and Manchester United in public life. Dogg talked about a kit which he expects to 'fit'. For many years, I have been associated with soccer. I have worn a lot of kits in my life, but now I am at the part of my life where I am trying to find a kit that fits.' Digg shared on the club's website.
In 2016, American businessmen Jason Levin and Steve Kaplan had bought a 68 percent stake in the club, which was a part of the English Premier League at that time and the deal saw the club being valued near 100 million pounds. Later Levin and Kaplan increased their stake in the club in 2018 before selling their stake to Cravatt and Cohen. The club's owners Brett Cravatt and Jason Cohen hailed Dogg's coming on board.
'To borrow a phrase from Snoop's back catalogue, this announcement is the next episode for Swansea City as we seek to create new opportunities to boost the club's reach and profile. Snoop's colossal global fanbase and audience will certainly help us do that, and he has made clear to us throughout this process just how excited he is at the prospect of joining the club. Snoop has openly shared his love of football and his desire to be involved in the game and we expect his involvement to support us putting as competitive a team as possible out on the field,' the owners said in a statement.
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