Quick Read
- Snoop Dogg announced his ambition to transform Swansea City into a Premier League club and a global brand.
- He emphasized the need for significant investment and strategic publicity to achieve these goals.
- Real Madrid legend Luka Modric and businesswoman Martha Stewart are also celebrity co-owners.
- Swansea City head coach Vitor Matos welcomed the ownership group’s ambitious vision.
- The club’s long-term goal remains a return to the Premier League, despite current challenges in the Championship.
SWANSEA (Azat TV) – Hip-hop icon Snoop Dogg has publicly articulated his ambitious plans for Swansea City, revealing a strategic push to elevate the English Championship club into a Premier League powerhouse and a globally recognized football entity. This declaration marks a significant moment for the Welsh club, whose new ownership group, led by Brett Cravatt and Jason Cohen, acquired control in November 2024 with a clear intent to raise the club’s international profile.
Snoop Dogg, who joined the ownership consortium as a celebrity co-owner, emphasized the necessity of substantial investment and strategic publicity to achieve these goals. Speaking to WalesOnline, the 54-year-old artist stated, “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.” His vision extends beyond mere promotion, aiming to leverage his own global influence to introduce publicity that could make the club “a global name.”
Snoop Dogg’s Premier League Vision for Swansea
The rapper’s involvement is part of a broader strategy by Cravatt and Cohen to inject celebrity appeal and financial backing into Swansea City. Snoop Dogg is not alone in this high-profile ownership group; Real Madrid legend Luka Modric and billionaire businesswoman Martha Stewart are also listed as co-owners. Stewart notably attended Swansea’s 2-1 victory against Wrexham in December, while Snoop Dogg’s son, Cordell Broadus, has also been present at matches, although the hip-hop mogul himself has yet to watch the team in person.
Snoop Dogg underscored that future investors would need to bring more than just capital to the table. He stressed the importance of soccer experience, connections, and a global name that could attract attention and revenue, stating, “You got to be bringing something if you want a seat at this table.” This approach highlights a modern trend in football ownership, where branding and international reach are considered as crucial as direct financial input.
Coach Matos Welcomes Swansea’s Ambition
Swansea City’s head coach, Vitor Matos, who was appointed just over two months ago, has openly welcomed the ambitious targets set by the ownership group. In an interview with BBC Sport, Matos expressed his satisfaction, saying, “That’s the feeling I got from the owners, this kind of ambition. I am pleased with the ambition and values.” He believes Snoop Dogg’s public statements serve as a testament that the club is in “good hands” and is poised for significant development.
Matos has already made a positive impact since taking over from Alan Sheehan, with a recent victory against Watford lifting Swansea to 15th in the Championship table. While the current season, which began with play-off aspirations, has presented challenges, the hierarchy’s long-term objective remains a return to the Premier League. Matos affirmed this commitment, stating, “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.”
The Road Ahead for Swansea City
The influx of celebrity investment and the explicit articulation of global ambitions signal a new era for Swansea City. The club’s journey back to the Premier League is anticipated to be a multi-faceted endeavor, combining on-field performance with off-field commercial and brand development. The owners’ strategy aims to replicate the success seen with other celebrity-backed clubs in the English football pyramid, leveraging star power to attract new fans, sponsors, and talent.
The involvement of high-profile figures like Snoop Dogg, Luka Modric, and Martha Stewart represents a growing trend in football club ownership, shifting the focus beyond traditional sports investment to embrace global entertainment and media strategies. This approach, while promising increased visibility and revenue streams, also places a premium on translating celebrity endorsement into tangible sporting success and sustainable club growth.