Snoop Dogg locked in a history-making role as Team USA’s first honorary coach for the 2026 Winter Olympics in Milan and Cortina d’Ampezzo, Italy, following his viral success as NBC’s Olympic correspondent in Paris.
The Hip-Hop icon revealed the appointment on his LinkedIn page Thursday, stating he’ll “celebrate and support athletes beyond what fans see on the field of play.”
As part of his new role, Snoop is launching the Team USA x Coach Snoop capsule collection in partnership with Fanatics. Proceeds from the merchandise will go directly to supporting Team USA athletes and programs. The announcement builds on the momentum Snoop generated during the 2024 Summer Olympics in Paris, where he served as a torchbearer during the Opening Ceremony and provided colorful commentary as a special correspondent for NBC. His segments with Mike Tirico quickly gained traction online, with viewers praising his humor and genuine excitement for Olympic events. Snoop’s on-the-ground presence in Paris included attending competitions, mingling with athletes’ families and delivering moments that helped NBC’s Olympic coverage reach broader audiences.
His unscripted reactions and spontaneous charm helped drive engagement across social media platforms, extending the network’s Olympic reach far beyond traditional sports viewers.
NBC confirmed in September that Snoop will reprise his role as a correspondent for the 2026 Winter Games. The network credited his “universally lauded performance” in Paris and said he will continue to spotlight athletes and explore host cities during the event.