Credit: Swansea City
Swansea City’s ownership group is working hard to raise the profile of their club, and which in turn will allow them to invest more under Profit and Sustainability Rules (PSR). Reportedly, the former Premier League club, which plays in the English second division, posted a pre-tax loss of $15.2 million in the recent financial year. With fellow Welsh team Wrexham enjoying a rise under Hollywood duo Ryan Reynolds and Rob McElhenney, there was a speculation that Swansea might consider a move to ensure their rise following Wrexham’s footsteps.
The Welsh club dropped their 2025-26 home kit in a reveal video on Monday, July 14, that featured rapper Snoop Dogg. After uploading the video, Swansea officially confirmed that Snoop will invest in the club and join them as a co-owner. His involvement reportedly stems from a mutual connection with Swansea’s American investors, Brett Cravatt and Jason Cohen.
“My love of football is well known, but it feels special to me that I make my move into club ownership with Swansea City,” Snoop Dogg said to the club's website. He further added, “The story of the club and the area really struck a chord with me, this club is an underdog that bites back, just like me.” To mark his place as part of club ownership, a mural of Snoop Dogg created by Hasan Kamil has been unveiled in the West Stand of Swansea City’s stadium.
Croatian footballer Luka Modric is also co-owner of Swansea City
With over 100 million followers across all social media platforms, Snoop Dogg’s arrival is expected to bring a significant boost to Swansea’s global visibility. Just like him, former Real Madrid legend Luka Modric has also joined the club as an investor and co-owner in April this year.
The 2018 Ballon d’Or winner recently signed with AC Milan after ending a 13-year long relationship with Real Madrid. Swansea city have not revealed the figure of investments made by both Snoop Dogg and Luka Modric.
