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. But what makes Snoop’s involvement so impactful, and what can other brands learn from the decision to put him centre stage? Bryden Campbell, founder and managing director of Brand Rebellion, explores.
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.
It’s a masterclass in the power of breaking stereotypes and challenging conventional perceptions. By pairing unlikely elements – such as a rap icon with a global sporting event – brands can create intrigue and capture the public’s imagination.
Even if your brand has nowhere near the budget to pull in a name like Snoop Dogg, the principle remains: sprinkle in a dash of the unexpected, think outside the box, and don’t go with the obvious first choice. Opting for the weird choice is your ticket towards a memorable campaign with staying power.
Hone in on authenticity
Another important lesson is the value of embracing authenticity. Snoop Dogg’s appeal lies in his genuine personality, quirks, and realness. Rather than trying to mould him to fit into the Olympic brand, NBC and the Olympic Committee have allowed Snoop to be himself, which has only enhanced the appeal of the partnership.
Snoop Dogg is an authentic entertainer with a charismatic personality and unique commentary. He dresses and acts in ways that will stick in people’s heads long after the closing ceremony has taken place. Who could forget Snoop dressed in head-to-toe riding gear at the equestrian event, sitting next to none other than fellow US legend Martha Stewart?
Brands can learn from this by recognising the importance of leveraging influencers for who they are, rather than forcing them into preconceived roles or pre-approved sound bites.
Cross the demo divide
Snoop’s role highlights the effectiveness of bridging demographic gaps. His cross-cultural and cross-generational appeal makes him a powerful connector, capable of attracting a diverse audience to the Olympics.
One of Snoop’s greatest strengths is his ability to adapt without losing his core identity. Whether he’s collaborating with Martha Stewart on a cooking show, appearing in family-friendly films, or launching ventures in the tech and cannabis industries, Snoop manages to stay true to his roots while connecting with vastly different audiences.
This adaptability has made him a cross-generational figure, beloved by both Gen Xers who grew up with his music and younger generations who know him through his social media presence and mainstream television appearances. Brands can tap into a similar benefit by choosing to work with influencers who resonate across different demographics, expanding their reach and impact.
Taking traditional media online
As brands look to engage diverse and evolving audiences, they would do well to take a page from the playbook of this surprising yet highly effective influencer partnership. Snoop Dogg’s influence extends far beyond traditional media. With his massive social media following and active engagement on various platforms, he amplified the Olympics’ visibility in ways that few others could.
His posts, often infused with humour and his signature style, create additional touchpoints for Olympic content, driving up interest and engagement online. For many, Snoop’s commentary and presence became just as anticipated as the Olympic events themselves.
The Snoop Dogg Olympic partnership offers valuable lessons in authenticity, adaptability, and the power of choosing your personality wisely. As brands look to engage diverse and evolving audiences, they would do well to take a page from the Olympic playbook of this truly wacky – yet highly effective – collaboration.
