How Snoop Dogg became Swansea City’s most unlikely asset

By Iwan Williams, Senior Lecturer in Sports Communication and Public Relations, Swansea University

When Snoop Dogg swaggered into Swansea wearing a Swansea City hoodie and beanie, it felt surreal. The American rapper took his seat at the Swansea.com Stadium and, for a moment, Welsh football tilted slightly off its axis.

Far from being incidental, it was a calculated public relations strategy – and a smart one. His arrival offers a revealing lesson in sports branding, celebrity capital and the globalisation of lower-league football.

Snoop Dogg’s minority investment in Swansea City,…

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