Why Snoop has been the inside scoop for the Olympics

As we look ahead to the 2028 Olympics in Los Angeles, an unexpected figure has emerged as an official ambassador for the worldwide sporting event: Snoop Dogg. At first glance, the iconic rapper, known for his laid-back style, unfiltered humour, and decades-long connection to pop culture, might seem like an unusual choice to represent the disciplined and tradition-steeped world of the Olympics.

And yet, as a torchbearer during the opening ceremony, a special NBC Olympics correspondent (earning a reported $9 million across the 2024 games), and a performer at the closing ceremony, Snoop’s Olympic connection has been well and truly cemented. But what makes Snoop Dogg’s involvement so impactful, and what can other brands learn from the decision to put him centre stage?

Sprinkle in a dash of the unexpected

Snoop Dogg’s partnership with NBC offers valuable lessons for brands looking to innovate their marketing strategies. The genius behind Snoop Dogg’s role as an Olympic ambassador lies in the contrast between the rebellious spirit of rap and the discipline and tradition of the Olympics. The combination is surprising and endearing and helps to draw attention from audiences who might not typically be engaged with the Olympics.