Once viewed as the less glamorous cousin to the Premier League, the English Championship is fast becoming a magnet for celebrity investors. The latest high-profile arrival is American rap icon Snoop Dogg, who has bought into Swansea City. His investment, for an undisclosed amount, sees him join forces with an unexpected teammate in the boardroom – Real Madrid legend and World Cup finalist Luka Modric.
“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,” Snoop declared in a video introducing his partnership with the Welsh side.
Snoop’s move follows a growing trend of A-listers seeking involvement in English football’s second tier. In North Wales, Wrexham AFC have captured the global spotlight since Hollywood duo Ryan Reynolds and Rob McElhenney took over in 2020. Their fairytale rise has already delivered successive promotions, and this season the club is daring to dream of a historic leap into the Premier League. The pair’s combination of humour, marketing savvy, and genuine commitment has transformed the club’s fortunes on and off the pitch.
Further south, NFL great Tom Brady made headlines in 2023 by becoming a minority owner of Birmingham City. The seven-time Super Bowl champion’s arrival stirred mixed reactions. In the Amazon Prime Video docuseries Built in Birmingham: Brady and the Blues, one fan memorably asked, “Tom Brady, who’s he?” His short but impactful tenure has already seen significant decisions, including the sacking of then-manager Wayne Rooney.
For clubs in the Championship, celebrity investment offers more than just money – it brings international attention, commercial opportunities, and a fresh wave of ambition. For the celebrities themselves, it is a chance to connect with deeply rooted community traditions while tapping into football’s unmatched global appeal.
What was once considered a stepping stone to the Premier League has become a stage in its own right – one where the worlds of sport, entertainment, and business collide. With Snoop Dogg now in the mix, the Championship’s star power is only growing, and fans are left wondering which big name will join the party next.
