Swansea buck gambling trend as Snoop Dogg’s club sign green wellness brand
Snoop Dogg’s English football club has announced a green wellness brand as its front-of-shirt sponsor, bucking a trend of Championship clubs siding with gambling firms.
Swansea City – part owned by Snoop, footballer Luka Modric and American businesswoman Martha Stewart – will play in the Championship with gut health firm AG1.
The wellness brand – which counts the likes of Sir Lewis Hamilton and Hugh Jackman as users – offers a green health powder, mixed with water, as its primary product, with the Swansea deal AG1’s first venture in football.
Snoop said: “It’s exciting to be part of something that brings people together through football, wellness, and that shared commitment to performing at your best.”
The Chris Ashenden-founded brand, which in 2022 raised $115m in a funding round that valued AG1 at $1.2bn, also has agreements with sprinter Allyson Felix and the England rugby team.
Swansea and AG1 team up
“Partnering with a club backed by owners like Luka, Snoop and Martha, who each bring that same relentless drive in their own fields”, AG1 president Tim Harrington said, “felt like a natural fit for our first move into football.”
Swansea chief Tom Gorringe added: “We are pleased to have reached an agreement with AG1 to have their branding on the front of our shirts for the upcoming season. Given the financial regulations within the league, generating more income is essential for the club to be able to compete.”
Swansea finished 11th in the Championship last season, having announced investment from Snoop in 2025, with their partnership with AG1 bucking a general recent trend of gambling firms heading into the second-tier after their sector was banned from sponsoring the front of Premier League shirts.
Entertain’s Coral this week announced a deal to become the font-of-shirt sponsor of Birmingham City, while Stoke-based bet365 have stuck with their home town as a partner.
Relegated West Ham have also stuck with their front-of-shirt from last year, Boyle Sports, while Wolves and Burnley are with gambling and finance brands respectively.