Swansea City’s new high-profile co-owner, rap icon Snoop Dogg, could soon be the star of a behind-the-scenes “Doggumentary” about the club.
The plan would be to eclipse the success of the hit Welcome to Wrexham TV series, created by their new Championship rivals.
The Swans are exploring plans to develop a documentary-style project capturing the Swans’ journey on and off the pitch, leveraging the global stardom and storytelling flair of their newest investor.
Sources close to the American ownership group believe the involvement of the multi-platinum artist could give Swansea a major media lift and open the door to a global audience.
The club’s owners believe their own “Dogg-on-the-wall” series featuring Snoop and his new love object would grow their global brand and bring in fresh worldwide revenues.
Snoop Dogg, whose real name is Calvin Broadus, made waves last weekend when he unveiled Swansea's 2025-26 home kit in dramatic fashion, complete with a neat side swipe at Wrexham and their Hollywood co-owners, Ryan Reynolds and Rob McElhenney.
But that was just the start. Days later, the club officially confirmed the rapper had acquired a minority stake in the former Premier League club, following the recent arrival of Croatian football legend Luka Modric as a co-owner.
As with Modric, the financial details and the size of the stake have yet to be disclosed.
“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.
“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.”
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Swansea’s American leadership, fronted by Brett Cravatt and Jason Cohen, views Snoop’s presence as more than just symbolic.
With his massive reach — over 100 million social media followers — the rapper is expected to help supercharge the club’s commercial profile and draw in new global fans.
“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,” Cravatt and Cohen said in a joint statement.
“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.”
The idea of a docuseries — unofficially dubbed the Doggumentary, with a nod to the rapper’s 11th studio album — would document Swansea’s transformation under new ownership, potentially featuring behind-the-scenes access to players, training, and even Snoop’s visits to the city.
The concept is clearly inspired by the success of Wrexham’s story, spearheaded by publicity-hungry Reynolds and McElhenney, which has attracted international attention and sponsorship.
Snoop has already played roles as an Olympic correspondent, youth football coach, and even joined a bid to buy an NHL team.
His influence in sport and pop culture alike could offer Swansea a valuable marketing edge in an increasingly competitive football ecosystem.
“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 added.
To mark the rapper’s arrival, Swansea unveiled a mural of Snoop inside the Swansea.com Stadium, cementing his status as part of the club’s new era.
The club continues its pre-season preparations in Spain, with Cravatt and Cohen visiting the training camp and appearing alongside players and staff.
As the season approaches, all eyes will be on the Swans — not just for their performance on the pitch, but for what could become football’s next must-watch series.
