NBC should win gold for its Olympics partnership with Snoop Dogg

The rapper’s unique blend of charisma, widespread appeal, and cultural relevance have significantly boosted viewership; the five-day total audience average on NBC was 34 million viewers – 79% higher than their Tokyo Olympics engagement.

It seems that Snoop Dogg has struck gold. The hip-hop icon works on multiple brand partnerships a year – some good, some bad. The NBC booking follows a moment in 2021 when the rapper and Kevin Hart introduced the world to the idea of horse crip walking in the equestrian event.

Snoop's influence on the overall interest in the Games demonstrates how the right talent can transform a global event.

Broad appeal

Snoop Dogg's appeal spans generations and demographics, making him a perfect choice for NBC to attract a diverse audience. Traditionally, the Olympics attracts sports enthusiasts and viewers with a keen interest in athletics. However, the musician's involvement has brought in viewers who might not typically watch the Games.

His presence has particularly resonated with younger audiences, including millennials, gen z, and even boomers (as evidenced by “Josh mom”). By integrating hip-hop royalty into its coverage, NBC has broadened its audience, bringing in viewers who are equally interested in the entertainment Snoop Dogg provides.

Snoop Dogg's ability to create viral content is a lesson for us all. His hilarious and unconventional but relatable commentary, dressage stylings, swimming lessons with Phelps, and attempts at speaking French are sweeping up headlines and social feeds – driving conversation worldwide.

From Horse and Hound and Harpers Bazaar to Complex magazine, Snoop’s reach goes far beyond traditional broadcasting channels.

Snoop Dogg's involvement in the Olympics has successfully brought together diverse groups of fans, showcasing his ability to unite people from different backgrounds. His iconic music status adds a fresh perspective to the Olympics, which are usually seen solely through the lens of sports. By incorporating a more diverse voice and personality, NBC has helped the Olympics break down barriers across the wider cultural landscape.

Ambassador of happiness

Snoop Dogg's booking by NBC as the “ambassador of happiness” is a masterclass in talent tie-ups. His broad appeal, ability to create meme-worthy moments, cultural relevance, and the fact he can drive viewer engagement have helped transform the marketing landscape of this year’s Olympics. It goes to show how integrating the right talent from a cultural insight, can elevate a global event.

He’s not the only talent boosting the profile of the Games. The Olympics has been a red-carpet event and a stage for global names in entertainment. The opening ceremony saw female powerhouses Celine Dion and Lady Gaga perform, plus Paris is where Ryan Gosling and Eva Mendes have been photographed together for the first time in seven years.

Snoop has consistently delivered across every channel, setting a PR world record on the biggest sporting stage. What is clear is that the cultural convergence between sport and entertainment is gaining momentum, capturing the hearts of fans in unexpected ways and pushing the boundaries of these events to infinite possibilities.