Swansea

It’s certainly done that.

Responsible for selling 35 million records worldwide, Snoop Dogg can now add record ticket sales to his resume.

The club have opened up sections of the away end because of the spike in interest, meaning not only have the ‘sold out’ signs gone up for the visit of Preston North End, the game is also set to see more Swansea fans in the ground than ever before.

It’s a short term hit of buzz for a club that lost its way after relegation from the Premier League in 2018.

Eyes, however, are now on a return – with the involvement of Snoop part of a longer-term plan that Swansea chief executive Tom Gorringe says has “no limits”.

Brought on board by the club’s US owners Brett Cravatt and Jason Cohen in July, Snoop’s minority stake didn’t mean a large injection of cash.

But it did mean a huge boost to its ability to sell itself.

“The reality is that if we operated within our natural resources we couldn’t compete financially,” says Gorringe, speaking just after helping show Snoop around the club’s training base on Monday afternoon where he met players and staff.

“PSR (profit and sustainability rules) is our biggest constraint. We are up against sides with parachute payments and we have one of the lowest turnovers.

“We have to think of new ways to generate income. We are an underdog and part of the attraction for him is the difference he can make with the pull he naturally has.”

That pull includes more than 100 million social media followers – more than Wrexham’s ownership combined – that Swansea have already looked to make the most of.

Beyond growing the brand and the wider fan base, which Gorringe admits “takes time”, there have already been tangible benefits.

Income has been tie-ins including clothing collaborations with Snoop’s own publishing label, the iconic Death Row Records that was once the home of Dr Dre and Tupac Shakur.

“By December, our retail business surpassed last year’s revenue,” says Gorringe, who has previously suggested that sponsorship deals for next year are set to be bigger and better than any previous agreement.

Swansea Council had said it would publish the minutes of the meeting, which took place on 22 January, but in its statement claimed they had not done so because the WRU, Y11, and Ospreys objected to it.

The meeting included officials from Swansea Council, the WRU chief executive Abi Tierney, and Ospreys chief executive Lance Bradley.

In a statement, the council listed a number of what it called “key facts” that it claims were said at the meeting.

The statement includes that the Ospreys chief executive Lance Bradley confirmed that there would not be a professional Ospreys team playing regional rugby after 2027 if the takeover of Cardiff by Y11 went through.

It is claimed that Mr Bradley also said a merger with Swansea RFC could follow, which would see a merged team competing in the semi professional Super Rygbi Cymru instead of the United Rugby Championship (URC).

The council statement said: “Council representatives left the meeting with a clear understanding that the basis of the WRU’s and Y11’s proposals for the future, if the acquisition of Cardiff Rugby by Y11 is completed, was that the Ospreys would not continue as a professional regional team after 2026-27.”

“The council expressed deep frustration that, despite extensive and recent discussions about the redevelopment of St Helen’s, it had not been informed earlier of these proposals. This lack of transparency and engagement is wholly unacceptable.”

The council claim that the WRU’s restructuring proposals would breach UK competition law and has issued pre-action letters to the WRU and Y11 requesting that they pause their plans.

The WRU has proposed cutting one of its four men’s professional sides – Cardiff, Dragons, Ospreys and Scarlets – to three.

The WRU has stated there will be one licence in Cardiff, one in the west and one in the east, with Llanelli-based Scarlets, and Dragons in Newport, expected to be handed those.

“We want to take Swansea to the Premier League, and to do that we are going to need money – that’s the reality of the game these days.

“I want to introduce sponsorship deals and publicity that will make them a global name.”

The West Coast rapper has sold more than 30 million albums worldwide but is yet to attend a Swansea game, though his son Cordell Broadus was in the directors’ box for the Welsh side’s draw with Watford last August.

American billionaire businesswoman Martha Stewart, who joined Snoop Dogg and Real Madrid legend Luka Modric as a Swansea co-owner in December, was in Wales for the game against Wrexham just before Christmas.

Swansea have said Snoop Dogg is likely to attend a game at some point this season, though there is still no confirmation of when he may appear at the Swansea.com Stadium.

“For real I want to meet with the fans,” Snoop Dogg said.

“These fans are passionate, they are real, and I want to hear what they got to say when I am in Swansea.

“I knew I always wanted to invest in a soccer team – it’s been a dream of mine for years, it was all about waiting for the right opportunity.”

Modric was the first celebrity name to get involved at Swansea, with the former Ballon d’Or winner named as a co-owner last April.

Swansea’s American owners, led by Brett Cravatt and Jason Cohen, believe bringing in high-profile names at boardroom level will help increase the profile the club which will in turn boost income.

SWANSEA is getting a massive revamp and new plans for its ‘waterfront district’ have now been revealed.

Renders show off what the Swansea Civic Centre area could look like in a matter of years with plans for a saltwater lido and even a pier.

Plans created by Urban Splash, a regeneration company, include the addition of new waterfront cafes, bars, beach sports shops and even what appears to be a new pier.

Other attractions will be an aquarium and a new saltwater lido – which will be a first for the city.

The plans have been developed by Urban Splash which was appointed by Swansea Council as part of a 20‑year regeneration partnership covering key sites around the city.

The company has described the ‘waterfront district’ as being a place “where the city truly meets the beach”.

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Cllr Rob Stewart, Swansea Council Leader, said: “These emerging proposals for the Civic Centre mark another important chapter in Swansea’s ongoing regeneration story.

“This site has the potential to become a vibrant new focal point on our waterfront, bringing together homes, leisure, culture and public spaces in a way that complements the huge investment already transforming our city.

“By reimagining how this area can be used, we can support local jobs, boost our economy and create new opportunities for residents and visitors.

The plans are not final and have been released ahead of a public consultation at the end of the month where residents will get a chance to give feedback.

Other areas around the city set to be regenerated by Urban Splash include the Hafod Copperworks and Porth Copr.

Urban Splash initiatives, including the unveiling last autumn, of plans for a riverside site in St Thomas.

In autumn, the company revealed its plans for the riverside site in St Thomas where it plans to build a six-storey building, as well as a central green street, shared gardens and improved river walkways.

The waterfront area of Swansea isn’t the only part of the city getting a new look as revamped Castle Square is expected to be completed by late 2026.

Work began in summer 2025 to transform the square with much more usable public space along with new cafes with shaded areas for families.

There will be new water jets with mini-fountains from the paved area which will take the place of the popular water features.

On another level is a viewing platform across the square, along with a large screen showing live sporting events.

Below will be a bandstand-style stage with a large screen for public events, new seating areas and upgraded paving.

These works form a wider part of the regeneration project in Swansea costing £1billion.

For more upgrades, here are the English seaside towns and cities getting multi-million pound upgrades next year – with new rides and attractions.

Plus, this town in the UK is getting a huge new beachfront attraction costing £100million – and work has finally started.