Legendary rapper and Swansea City investor Snoop Dogg has expressed his ambition to guide the club back to the Premier League and establish it as a “global brand.”
The 54-year-old has been involved with the Welsh club since last summer, when he helped unveil their new kit and joined Luka Modric as an investor.
In an interview with WalesOnline, Snoop commented, “I want to take a very active role and lead the club in a direction it may not have explored before.”
“Our goal is to return Swansea to the Premier League, and to achieve that, we will need financial support — that’s the truth of football today.”
“I plan to introduce sponsorship opportunities and marketing strategies that will elevate the club’s global profile.”
American entrepreneur Martha Stewart recently joined Snoop Dogg and Modric as an investor.
“It’s essential that we find the right people to join us,” he stated.
“I have invested, Martha has invested, and Luka has invested. It’s crucial that anyone who comes on board brings something beyond just financial backing. We need individuals with soccer expertise, valuable connections, and a presence that can draw attention and revenue — you have to offer more to earn a spot at this table.”
The musician has yet to meet the club’s supporters but considers it a top priority.
“I genuinely want to connect with the fans; they were a significant factor in my decision to invest in this team,” he noted.
“I’ve long dreamed of investing in a soccer team — it was all about waiting for the right opportunity.” He added, “These fans are incredibly passionate; I want to listen to their voices when I visit Swansea.”
Swansea City last played in the English top flight from 2011 to 2018 and came closest to promotion in 2021, losing 2-0 to Brentford in the Championship playoff final before a limited crowd at Wembley.
“While this is a long-term project, we must maintain our ambitions for the current season,” Snoop explained, referring to Swansea’s mid-table status in a competitive Championship.
“In the Championship, you must always believe that a playoff spot is attainable; you have to keep dreaming.”