Observatoire des droits humains (anglais seulement)

How Snoop Dogg became Swansea City’s most unlikely asset

(Version anglaise seulement)

par 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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