NBC wants Snoop Dogg to return for future Olympics

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Bow-wow-wow, yippie-yo, yippie-yay, Snoop Dogg may continue on NBC’s Olympics coverage in a big way.

Asked by The Athletic this week if NBC Universal plans to ask Snoop to return for on-air work at the 2026 Milano-Cortina Games and Olympics beyond, two key members of NBC Universal’s leadership group answered in the affirmative.

“Snoop has done everything and beyond what we ever expected him to do here in the Paris Games,” NBC Sports president Rick Cordella said. “He has been enthusiastic. He has been optimistic. I think we’d be really thrilled to have Snoop back in any capacity he would want to come back in.”

Cordella’s boss, Mark Lazarus, the chairman of NBCUniversal Media Group, when asked if the company would ask the performer to return to the Olympic family, quickly responded, “Yes.”

Snoop Dogg has been ubiquitous on NBC’s Olympic coverage and at various Paris venues. He has become such a part of the Olympics that BBC News ran a headline tagging him as” America’s cheerleader at the Olympics.” The 52-year-old had a small role at the Tokyo Games in 2021 as part of a recap commentary show on Peacock alongside comedian Kevin Hart but has exploded in Paris where he has put himself in all sorts of situations with athletes and sports as a roving correspondent. It’s resonated.

“This all dates back to Tokyo in 2021. Kevin Hart and Snoop Dogg were co-hosts of a comedy highlight show on Peacock called ‘Olympic Highlights,’ and there were several clips that went viral, but also what stood out to me was Snoop’s passion for the Olympics, and also in his own unique way his reverence for the athletes and their stories,” said Molly Solomon, the executive producer and president of NBC Olympics production and the point person who championed Snoop’s increased on-air visibility.

“Over the last year and a half, we got together with Snoop and really brainstormed what this role could be. I called him an Ambassador of Happiness. If you watch his content, everybody wants to meet Snoop, take a selfie with Snoop and just be around Snoop. We’ve been pleasantly surprised by his popularity, but you never ever underestimate Snoop Dogg. He’s this wonderful mix of swagger and positivity and just the charisma and vibes are so positive. He’s got this curiosity about the Olympics that is undeniable.”

Said Snoop to The Associated Press this week: “This opportunity was nothing but a chance for me to show the world what it’s supposed to look like when you put the right person in the right environment.”

The performer has been part of an Olympics that has been wildly successful for NBC Universal so far. Through the first full 11 days of the Games, NBCUniversal said it had a total audience delivery average of 32.6 million viewers across the combined live Paris prime time (2-5 p.m. ET) and U.S. prime time (8-11 p.m. ET/PT).

“We judge success here first and foremost by having a product that is appealing to audiences in that they come to in large numbers — and that is clearly happening in the Olympics,” Lazarus said. “The last few haven’t been as large as we had thought they would be. These Games are exceeding all of our expectations.”

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(Photo: Tom Weller / VOIGT / GettyImages)