In the previous week, Snoop Dogg has been leading the Olympic torch relay in Saint-Denis, engaging with judo players from the USA in their preparations and dueling with country’s fencers. He joined Meghan Dressel and her baby boy August in cheers to support her spouse Caeleb’s triumph in the 4x100m freestyle swim. Showing up at the gymnastics event, he donned a T-shirt featuring a print of Simone Biles’s face.
Supported by a substantial stipend from NBC, he is zipping around Paris, embodying a role that is a mix of national official mascot, cornrow-coiffed talisman, and the rapper remembered for the refrain, “Where the hoes, where the hoes, where the hoes at?” Snoop Dogg’s omnipresence on American screens starkly illustrates his astonishing personal transformation.
The Californian rapper, a former pimp and ex-convict who beat a murder case, and glorified his former life as a member of the Rollin’ 20s Crips in Long Beach through his music, has astonishingly morphed into the nation’s favourite unconventional stoner uncle. He’s the one who would secretly stroll to the garden during family events for a private puff. The Zelig-like personality truthfully claimed to have been barred from specific nations over the years.
American sports journalist Jeff Pearlman hailed Snoop Dogg’s widely loved status, comparing it to that of Muhammad Ali, in a tweet that featured a photo of the musician of “Drop it like it’s hot” fame mingling with Billie Jean King in France. He described the scenario as… amazing.
Snoop Dogg, constantly oscillating between being a self-proclaimed “gangsta” rapper and a sports ambassador, has travelled a twisting path from his controversial lyrics to being the jovial figure we see now. This charismatic individual has proven to be a valuable asset for corporations such as NBC, who acknowledged his engaging manner and wit to rescue their overly sentimental, overly dramatised representation of the Olympics. Take, for instance, his commentary on Noah Lyles’s interview during the relentless opening ceremony; it may have been a far cry from his former hip hop days, yet it was a beam of entertainment amidst a rather lacklustre NBC show.
The incessant admiration for his style is the reason why this ex-street dealer has appeared in a Chrysler promo, been the spokesperson for Corona beer, and teamed up with Martha Stewart for a TV series – perhaps an unexpected ole pal. In addition, his cookbook, ‘From Crook to Cook: Platinum Recipes from Tha Boss Dogg’s Kitchen’, has won him bestseller status. Suffice to say, whatever Snoop promotes, his fans purchase.
This December will see a notable move in Snoop Dogg’s career, as his thriving liquor business sponsors a high-profile concluding college American football match, the Snoop Dogg Arizona Bowl. This rebranding of what was once the prestigious ‘Arizona Bowl’ now includes a reference to a Snoop Dogg classic, marking the perfect blend of hip-hop with sports.
As a boy growing up in 1970’s America, it was the legendary Pittsburgh Steelers who ignited his initial love for football. Today, aside from starring in the Super Bowl LVI half-time show alongside renowned artists like Eminem and Mary J Blige, he has made a significant social contribution by launching the Snoop Football League, aimed at children in precarious situations in Los Angeles – a venture he started nearly two decades ago.
The Snooper Bowl, an annual youth football event, has provided a platform for children to compete, resulting in 12 former participants making it as far as the NFL. These operations are managed by reformed gang members, illustrating a rehabilitation aspect. Stroud, the Houston Texans’ quarterback and winner of the 2023 Rookie of the Year award, had a significant part of his early development in the league, as emphasized by his mother, Kimberly Stroud.
The influence of the league extends to God and others who intervened to support Stroud’s journey, emphasising the communal effort it took to nurture his talent. Among those influenced by the league is Snoop Dogg’s son, Cordell Broadus, who once considered a career as a wide receiver for the UCLA before embracing his passion for music.
Snoop Dogg, a savvy businessman, recently participated in a consortium bid to acquire NHL’s Ottawa Senators for $1 billion. He is renowned for popularising oversized hockey jerseys in the ’90s. His fascination with esports is attributed to his son, who got him involved with the FaZe Clan and their venture, Death Row Games.
During his visits to the UK, Snoop Dogg has been seen supporting an array of football clubs, including Norwich City and Burnley. His controversial sporty outfit that paired a Manchester United top with a trip through Liverpool ignited debates about sporting rivalries. In 2005, he professed allegiance to Celtic FC albeit his declared loyalty has often been questioned considering his tendency to adjust his football affiliation to different audiences. For instance, on a night when Feyenoord played against Celtic, he was spotted performing in Rotterdam donned in a Feyenoord shirt. Regardless, his intent appears to be centred on promoting his brand and pleasing his fans. As they say, it’s Nuthin’ but a G Thang.