Rapper Snoop Dogg speaks in his first interview on the plan to make Championship outfit Swansea City a “global name”.
In July 2025, the 54 year old said he would use his own money to invest in the club, who are looking to increase the global brand and increase global revenue.
He’s already spoke about Swansea City to his 88 million followers on Instagram as well as more than 18 million users on Twitter.
In his plans, he looks to help bring in sponsorship deals, publicity, wants to bring in more high-profile names to boost income and the Welsh outfit’s profile.
Snoop Dogg’s first interview: My plan to make Swansea City a global name https://t.co/Y478kAb6Bu pic.twitter.com/IhnwcaCSUC
— Swansea City Online (@SwanseaCityLive) January 31, 2026
He told WalesOnline: “I want to be real hands on, 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.
“I want to introduce sponsorship deals and publicity that will make them a global name.”
In April last year, Luca Modric was also announced as a co-owner and investor of Swansea. Recently, Martha Stewart, a friend of Snoop Dogg, became the latest to invest in the club, with more celebrities and familiar faces potentially jumping on board.
She has already attended a Swansea match, earlier in the season against Wrexham, and Snoop’s son also was seen at a home game. Snoop himself however is yet to have gone to one, but does plan to do so.
“It’s got to be the right fit,” he said.
“I have invested, Martha has invested, and my boy Luka has invested.
“It’s got to be somebody who can bring more than just money. Are they bringing soccer experience, connections, a global name that attracts attention and revenue – you got to be bringing something if you want a seat at this table.”
“For real I want to meet with the fans. They are one of the big reasons I invested in the team.
“I knew I always wanted to invest in a soccer team – it’s been a dream of mine for years, it was all about waiting for the right opportunity.
“These fans are passionate, they are real, and I want to hear what they got to say when I am in Swansea.”
Reacting to how the team are doing on the pitch under current head coach Vitor Matos, Snoop said: “It’s been steady, and even though Swansea is a long-term project, we got to still dream for this season.
“In the Championship you always got to believe that play-off place is alive, in this game you got to dream.”
Snoop Dogg explains decision to join Luka Modric as new Swansea investor and co-owner
Swansea head coach Vitor Matos said following Snoop Dogg’s comments: “That was one of the reasons why a lot of principles and thoughts came together when I was doing the interview with the club.
“That’s the feeling I got from the owners, this kind of ambition. I am pleased with the ambition and values.”
“We want to improve the team and to improve the club.
“Swansea is a really special club with identity that started long ago. We need to grab those values, grab the identity the club has and use them as the standards and build from that.”
“I am sure many of you will have seen that Martha Stewart was among those in attendance (on Friday),” majority owners Brett Cravatt and Jason Cohen said on the club’s official website after the narrow home triumph.
“Martha is a close friend of Snoop Dogg and she came to the Wrexham game as our guest.
“But we are delighted to confirm Martha, who has built a long and successful career as America’s leading homemaking and lifestyle expert, has followed Snoop and Luka Modric in becoming a minority owner of our football club.
“We are very excited to welcome Martha on board, and we know experiencing Friday night’s game in-person has only increased her own enthusiasm and anticipation for being part of Swansea City.”
Here’s how fans reacted as rapper Snoop Dogg speaks in first interview on the plan to make Swansea City a “global name”…
Mark Morris: Look at wrexham where they are today got to give it to ryan renyolds and rob mac its where their heart is with wrexham doing it the right way not just about putting money in to promote your record company!
Mark Griffiths: Put your money where your mouth is
David Leacher: Try investing some money 💰
Phil Hopkins: Well then, can he chuck in another 20 mill so we can buy the players we need to go up
Mark Skyrme: Is this Alice in Wonderland, have I just fell down a fucking rabbit hole 🫤
Erin Stephanie: Swansea at best have the potential to do what Brighton are doing now – which basically repeats what Swansea were already doing in the 2010s. But beyond that, nothing more.
Mike Ivett: Ask his 100,000,000 followers for a quid Each
Antony Mort: Hurry up then
Mark Walker: Dig deep then son
Chris Donovan: Crack on and do it then dont just say it make moves then we listen until then fuck up with the bullshit tia
Andrew Richards: Dude buy the ospreys you will be a legend
Anthony Morris: Start putting some money in the club then for players
Bob Houston: Best you swap out the entire team then
Claire Maria Puxley: action speak. louder than words
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