MILAN – Snoop Dogg isn’t just attending the Winter Olympics; he’s become a ubiquitous presence, a self-described “superfan” who’s seemingly everywhere at once. From carrying the Olympic torch to taking a spin on a Zamboni, the rapper’s immersion in the Games has been a defining characteristic of this year’s event.
NBC’s embrace of Snoop Dogg as an Olympic personality began during the Tokyo Games with the streaming show “Olympic Highlights with Kevin Hart & Snoop Dogg.” The playful, often humorous commentary resonated with audiences, particularly younger viewers, and demonstrated Snoop’s genuine enthusiasm for the competition. That initial foray has blossomed into a far more expansive role in Milan and Cortina, evolving from highlight reel contributor to an “experiential” presence and informal mentor to athletes.
“He has a joy about him, a childlike curiosity, and he’s also a people person,” said Molly Solomon, executive producer and president of programming for NBC’s Olympics coverage. “He wants to lift people up in all aspects of his persona.”
Snoop’s involvement extends beyond simply observing. He’s been actively participating, trying his hand at curling, skiing with Olympic legend Picabo Street, and offering encouragement to Team USA athletes. A recent encounter with figure skater Ilia Malinin, the favorite to win gold, saw Snoop expressing admiration for Malinin’s skill and dedication. “You a legend, man. You’re going for a gold medal. You got the whole world watching you right now,” Snoop told Malinin, recognizing the pressure and significance of the moment.
The logistical demands of maintaining such a high profile across the geographically dispersed Winter Games haven’t deterred Snoop. He’s made significant journeys, including a four-hour drive from Milan to Cortina for curling and women’s ski racing, and a trip to Livigno to watch snowboarding. He even confessed to being slightly intimidated by the Italian roadways. “Trying to sleep with my head up against the window, with turning curves and every mountaintop… It’s a lot,” he remarked.
Despite his newfound enthusiasm for winter sports, Snoop admits none are particularly close to his heart. He jokingly suggested snowboarding as a potential competitive outlet, drawn to the “creativity of when you’re in the air.” He readily admitted to never having skateboarded, however, framing his Olympic involvement as a “first-time trial.”
Snoop’s competitive spirit isn’t limited to observation. He attempted to run the 200 meters at the Olympic trials before the Paris Games, clocking in at 33 seconds but sustaining an injury. This experience has fueled a new goal for the Los Angeles Olympics: to complete the 200 meters in under 30 seconds at age 56. “In 2028, I should be 56 years old. So if I can run it in under 30 seconds at 56, that’s a gold medal for me,” he stated.
Snoop’s connection to the Olympics dates back to the Los Angeles Games, though as a 13-year-old growing up in Long Beach, he experienced them primarily through television. “We were watching on television,” he recalled. “We never thought we could physically be there… It just felt good to be an American, to watch us compete against the whole world and to see how great we were.”
Looking ahead to the Los Angeles Games, Snoop expressed particular excitement about the debut of flag football, a sport he’s actively supported through his youth football league, which has produced NFL players like C.J. Stroud and JuJu Smith-Schuster. “Flag football is a sport the whole world can grab ahold of,” he said. “There are so many athletes that are in the NFL that are from different parts of the world that they’ve grown the sport from them just making it to the NFL and being an inspiration for the next generation.”
NBC is already considering how to further integrate Snoop into their Olympic coverage for , recognizing the unique appeal he brings, particularly as a “hometown hero” in Los Angeles. For now, however, Snoop Dogg continues to embody the “Ambassador of Happiness” role, injecting energy and enthusiasm into the Milan-Cortina Games and leaving an undeniable mark on this year’s Olympic experience.
