Snoop Dogg Crashes the Winter Olympics as Honorary Coach and Correspondent

The rapper's unexpected presence at the Cortina d'Ampezzo Games raises questions about the future of sports engagement.

Feb. 6, 2026 at 8:55pm

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The 2026 Winter Olympics in Cortina d'Ampezzo witnessed an unexpected crossover this week as rapper Snoop Dogg made his presence felt. Beyond simply attending events, Snoop actively engaged with athletes, even requesting a selfie with British curlers Bruce Mouat and Jennifer Dodds. This lighthearted moment highlights Snoop's expanding role at the Games, as he served as an honorary coach for the US Olympic team and a special correspondent for NBC, signaling a deliberate strategy to broaden the Olympics' appeal.

Why it matters

The rise of celebrity involvement in sports is driven by a need to reach younger, more diverse audiences. Traditional sports marketing often struggles to connect with demographics that aren't already engaged. Celebrities, with their established social media presence and cultural relevance, can bridge that gap, exposing niche sports like curling to a wider audience.

The details

Snoop Dogg's presence at the Olympics isn't entirely new, as he carried the Olympic flame earlier in the week and previously served as a torchbearer at the Summer Games in Paris. However, his appointment as an honorary coach for the US Olympic team and a special correspondent for NBC signifies a deliberate strategy to broaden the Games' appeal. He was seen wearing a USA jacket featuring US curlers Cory Thiesse and Korey Dropkin, further demonstrating his investment in the athletes.

  • Snoop Dogg carried the Olympic flame earlier in the week.
  • Snoop Dogg previously served as a torchbearer at the Summer Games in Paris.

The players

Snoop Dogg

An American rapper who has taken on an expanded role at the 2026 Winter Olympics, serving as an honorary coach for the US Olympic team and a special correspondent for NBC.

Bruce Mouat

A British curler who was approached by Snoop Dogg for a selfie.

Jennifer Dodds

A British curler who was approached by Snoop Dogg for a selfie.

Cory Thiesse

A US curler featured on the USA jacket worn by Snoop Dogg.

Korey Dropkin

A US curler featured on the USA jacket worn by Snoop Dogg.

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What they’re saying

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— Robert Jenkins, San Francisco resident (San Francisco Chronicle)

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— Gordon Edgar, grocery employee (Instagram)

What’s next

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The takeaway

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