From rap icon to olympic sideline, Snoop Dogg lands surprising Team USA role
The Winter Olympics are often associated with elite athletes, national pride, and years of intense preparation. In the lead up to the 2026 Games, Team USA is adding a very different kind of figure to its orbit, one better known for music, pop culture, and television than for sport specific strategy.
American rapper and media personality Snoop Dogg has been named an honorary coach for Team USA, a symbolic position intended to boost morale and help connect the Olympic movement with a broader, more mainstream audience.
What the honorary coach role involves
According to BBC Sport journalist Lorraine McKenna, the United States Olympic and Paralympic Committee announced the appointment on Thursday, describing it as a voluntary position focused on celebration and encouragement rather than coaching decisions.
Snoop Dogg will not be involved in training plans, athlete selection, or competition tactics. Instead, the role centres on supporting American athletes off the field of play and representing Team USA in a public facing capacity.
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The 2026 Winter Olympics will take place in Milan and Cortina d’Ampezzo, Italy, from 6 to 22 February, bringing together thousands of competitors across sports such as skiing, ice hockey, and figure skating.
Why celebrities now play a role at the olympics
For readers outside the sports world, celebrity involvement in the Olympics has become increasingly common. Organisers and broadcasters often turn to well known figures to help explain events, attract casual viewers, and make the Games feel more accessible.
According to BBC Sport, Snoop Dogg became a familiar presence during the Paris Summer Olympics, where he worked as a special correspondent for American broadcaster NBC. His appearances blended interviews, humour, and informal commentary, reaching audiences who might not usually follow Olympic sport.
He also appeared during the closing ceremony handover, when Los Angeles was introduced as the host city for the 2028 Summer Olympics.
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Snoop dogg’s view on supporting team usa
Speaking about his new position, Snoop Dogg stressed that the focus should remain on the athletes themselves.
“Team USA athletes are the real stars, I’m just here to cheer, uplift and maybe drop a little wisdom from the sidelines,” he said, according to BBC Sport.
The USOPC said he will bring humour and personality to the team environment. Chief executive Sarah Hirshland said his enthusiasm for the Olympic and Paralympic movement is contagious, underlining the organisation’s belief that his presence can positively influence team spirit.
Snoop Dogg also said the team represents “talent, heart and hustle,” adding that contributing encouragement and motivation would be a personal win.
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A longer connection to sport beyond entertainment
Outside music and television, Snoop Dogg has maintained a long standing involvement in grassroots sport. Known off stage as Calvin Broadus Jr, he founded the Snoop Youth Football League in 2005.
The organisation focuses on giving children from inner city communities access to organised American football, often allowing them to play in professional stadiums across the United States. This background has helped frame his Olympic role as more than a publicity driven appointment.
NBC has confirmed that Snoop Dogg will also be involved in its Winter Olympics broadcast coverage, extending his presence at the Games beyond the honorary Team USA role.
Why this appointment reflects a wider olympic strategy
For audiences less familiar with how the Olympics operate, the move reflects a broader shift in how major sporting events engage the public. As viewing habits change and personalities play a larger role in media consumption, organisers are increasingly leaning on cultural figures to maintain relevance.
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Rather than redefining coaching, Snoop Dogg’s appointment highlights how the Olympics are adapting at the intersection of sport, entertainment, and global media.
Sources, BBC Sport
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