American rap icon Snoop Dogg received a rockstar welcome in Wales as Swansea City A.F.C. recorded a crowd record during his first official match appearance as a minority shareholder.
The 54-year-old entertainment mogul attended Swansea’s home clash against Preston North End F.C. on Tuesday night, marking his first time in front of the Jack Army since investing in the Championship side.
And the fans did not disappoint.
Ahead of kick-off at the Swansea.com Stadium, Snoop had urged supporters to greet him in style; twirling towels emblazoned with the words “Make some noise.”
When he stepped onto the pitch, thousands obliged, creating a sea of spinning white as the rapper twirled his own towel and hyped up the electric under-the-lights atmosphere.
“I have heard so many great things about the atmosphere, especially when we play under the lights,” Snoop Dogg said in comments previously published on the club’s website.
Though he helped unveil the club’s 2025-26 kit following news of his investment, he waited until this week to make his first official visit.
Earlier in the week, he had stopped by the training ground to meet players and staff before taking centre stage on matchday.
In a fitting tribute, towels bearing his face were placed on every home seat; turning the stadium into a tribute to its newest high-profile investor.
Snoop now joins a growing list of global celebrities investing in football clubs across the world.
Hollywood duo Ryan Reynolds and Rob McElhenney famously transformed Wrexham A.F.C. into a global story, while football legend David Beckham co-owns Inter Miami CF in the United States.
In women’s football, actress Natalie Portman is part of the ownership group at Angel City FC.
British singer Ed Sheeran became a minority owner of Ipswich Town F.C. in August 2024 after years as the club’s shirt sponsor, purchasing a 1.4 per cent stake. Meanwhile, Hollywood actor Michael B. Jordan holds a minority share in AFC Bournemouth.