American rap icon and global cultural figure Calvin Cordozar Broadus Jr., popularly known as Snoop Dogg, has been appointed an honorary coach for Team USA ahead of the 2026 Winter Olympic Games, adding star power, humour and motivation to the United States’ Olympic campaign.
The United States Olympic & Paralympic Committee (USOPC) confirmed the appointment on Thursday, describing the role as a voluntary, non-technical position focused on celebrating, supporting and uplifting American athletes throughout their Olympic journey. Snoop Dogg, 54, will not be involved in tactical coaching but is expected to play a visible role in morale-building and athlete engagement.
The 2026 Winter Olympics will be held in Milan and Cortina d’Ampezzo, Italy, from 6 to 22 February, with thousands of athletes from across the globe set to compete in snow and ice sports. Team USA officials believe Snoop Dogg’s presence will bring an added sense of energy, positivity and cultural relevance to the Games.
Snoop Dogg’s appointment follows his widely acclaimed involvement at the Paris 2024 Summer Olympics, where he served as a special correspondent for NBC’s coverage. His light-hearted commentary, genuine enthusiasm for sport and ability to connect with athletes and fans alike quickly made him one of the most talked-about personalities of the Games. He also featured prominently during the handover ceremony for the Los Angeles 2028 Olympics, further cementing his association with the Olympic movement.
Reacting to his new role, Snoop Dogg embraced the title with characteristic humility and humour.
“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, jokingly embracing the nickname “Coach Snoop.”
According to the USOPC, Snoop Dogg will bring his “signature humour and heart” to Team USA, helping athletes manage pressure, stay motivated and enjoy the Olympic experience beyond competition. Officials noted that mental well-being and positive reinforcement have become increasingly important in elite sports, particularly at high-stakes events like the Olympics.
USOPC Chief Executive Officer Sarah Hirshland praised Snoop Dogg’s passion for sports and his ability to connect across generations and cultures.
“Snoop’s enthusiasm for the Olympic and Paralympic movement is contagious,” Hirshland said. “He brings an unmatched energy that resonates with athletes and fans alike. His presence will add a unique layer of encouragement and positivity as Team USA prepares for Milan and Cortina.”
While best known for his music career, Snoop Dogg has long maintained strong ties to the world of sports. A lifelong sports enthusiast, he has frequently been spotted courtside at NBA games, on NFL sidelines and at major international sporting events. His understanding of athletic discipline, teamwork and perseverance has earned him respect well beyond the entertainment industry.
In 2005, Snoop Dogg founded the Snoop Youth Football League (SYFL), an initiative aimed at providing inner-city children with access to organised American football, mentorship and positive role models. The programme has since expanded across multiple US cities and has produced several athletes who later advanced to collegiate and professional levels.
Beyond developing athletic talent, the SYFL places strong emphasis on education, discipline and community values, reinforcing Snoop Dogg’s reputation as an advocate for youth empowerment and social development.
Reflecting on his new Olympic role, the rapper emphasised the values that draw him to Team USA.
“This team represents the best of what sport can be – talent, heart and hustle,” he said. “If I can bring a little more love and motivation to that, that’s a win for me.”
Snoop Dogg’s appointment also highlights the evolving role of celebrities within global sporting events. Increasingly, major sports organisations are embracing figures who can bridge the gap between competition and culture, helping to attract younger audiences and expand the global reach of sporting spectacles.
For the Winter Olympics, traditionally associated with colder climates and niche sports, Snoop Dogg’s involvement is expected to generate fresh interest and wider engagement, particularly among fans who may not typically follow winter disciplines such as alpine skiing, ice hockey or speed skating.
Team USA athletes have reportedly welcomed the announcement, with several expressing excitement about having a globally recognised figure whose presence could help ease tension and create memorable moments during the Games.
As preparations intensify ahead of Milan-Cortina 2026, Snoop Dogg’s honorary role promises to blend entertainment with inspiration, reinforcing the human side of elite competition. His involvement underscores the idea that success at the Olympics is not only about medals, but also about unity, resilience and shared experiences on the world stage.
With “Coach Snoop” set to bring his unmistakable flair to the Winter Games, Team USA’s Olympic journey is poised to feature not just athletic excellence, but also moments of joy, connection and cultural celebration.
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