Snoop Dogg has been appointed as Team USA's first-ever honorary coach for the Milan Cortina 2026 Winter Olympic Games, sparking fresh debate over his involvement with the Olympics. The 54-year-old rapper will lend his voice as a commentator for NBC during Friday's Opening Ceremony, continuing his role as a high-profile presence at the Games.
The announcement follows his ubiquitous appearances at the Paris 2024 Summer Olympics, where he became the unlikely face of the event. Snoop, whose real name is Calvin Broadus Jr, carried the Olympic flame through Saint-Denis in 2022 and was seen at equestrian events with Martha Stewart, dancing with gymnasts, and swimming with Michael Phelps.
His Paris role drew criticism from some, who labelled him the 'Santa Claus of the Olympics', while a NBC executive disclosed that he earned $500,000 (£390,000) per day for his appearances, totalling $9 million (£6.6 million) across 17 days. One online sceptic said: 'He didn't make me want to watch.'
For the Winter Games, Snoop has been named honorary coach by the United States Olympic and Paralympic Committee (USOPC). He said: 'I'm just here to cheer, uplift and maybe drop a little wisdom from the sidelines.' However, some American supporters have called the decision 'a disgrace', with one asking: 'What's he coaching?'
The USOPC clarified that Snoop's role is not hands-on with training, but rather to 'lend his voice to help raise awareness and resources' for the US Olympic & Paralympic Foundation and support staff. The Milano Cortina 2026 Games run from 6–22 February, with coverage on discovery+.
