MILAN – From carrying the Olympic torch to attempting a ski lesson with Picabo Street, Snoop Dogg has become a ubiquitous presence at the 2026 Winter Olympics in Milan and Cortina d’Ampezzo. The rapper’s involvement with NBC’s Olympic coverage has evolved beyond a cameo, solidifying his role as a self-described “super fan” and an informal ambassador for the Games. His presence has been so pervasive, some joked NBC had deployed multiple versions of the artist.
Snoop Dogg, 54, isn’t just observing the action; he’s actively participating, bringing his signature West Coast cool to the alpine chill. He’s been spotted sliding a curling stone, driving a Zamboni, and engaging with athletes, all while offering a fresh perspective on the competition. This expanded role follows his successful debut during the Tokyo Games in 2021 with the streaming show “Olympic Highlights with Kevin Hart & Snoop Dogg,” where his playful commentary resonated with younger audiences.
“The Winter Olympics are underrated,” Snoop Dogg said in an interview Friday at NBC’s Olympic complex, as reported by the Los Angeles Times. “It’s not highly-touted like it should be. This is an event that is just as good as the Super Bowl, as the Summer Olympics. There’s so much action and there’s so much happening, and it’s not just one day. It’s not just four quarters. It’s weeks of great competition — on ice, for the most part.”
NBC’s investment in Snoop Dogg’s involvement reflects a strategy to broaden the appeal of the Olympics, particularly as much of the primetime coverage is pre-recorded due to time zone differences. Molly Solomon, executive producer and president of programming for NBC’s Olympics coverage, described Snoop as having “a joy about him, a childlike curiosity, and he’s also a people person,” adding that he “wants to lift people up in all aspects of his persona.”
Snoop Dogg learns to ski with Olympic gold medalist Picabo Street at the Milan Cortina Winter Olympics. (NBC New York)
From Roving Correspondent to Olympic Enthusiast
Snoop Dogg’s role extends beyond studio commentary. He’s been a roving correspondent, traveling between venues, including a four-hour drive to Cortina d’Ampezzo for curling, sliding, and women’s ski racing, and a 3½-hour trip to Livigno to watch snowboarding. He even confessed a potential competitive interest, stating, “I think I could get good in snowboard, because I just like the creativity of when you’re in the air you have full control but you in the air.”
Despite his enthusiasm for winter sports, Snoop Dogg admitted he’s never skateboarded, noting, “None of these sports are near and dear to me. That’s why it’s gonna be a first-time trial.” He maintains a competitive spirit, however, and recently attempted to run the 200 meters at the Olympic trials in Oregon before the Paris Games, completing the distance in 33 seconds before sustaining an injury.
A Future Olympic Athlete?
Undeterred, Snoop Dogg has set a new goal for the 2028 Los Angeles Olympics: to run the 200 meters in under 30 seconds. “In 2028, I should be 56 years old. So if I can run it in under 30 seconds at 56, that’s a gold medal for me,” he declared. NBC is already brainstorming how to further integrate Snoop Dogg into their coverage for the Los Angeles Games, recognizing his hometown status will add another layer to his role.
His passion for the Olympics dates back to the 1984 Los Angeles Games, though as a 13-year-old growing up in Long Beach, attending the events wasn’t feasible. “We were watching on television,” he recalled. “We never thought we could physically be there… It just felt good to be an American, to watch us compete against the whole world and to see how great we were.”
Snoop Dogg learns how to ski with Picabo Street at the Milan Cortina Winter Olympics. (YouTube/NBC Olympics)
Championing Flag Football and Inspiring the Next Generation
Snoop Dogg’s enthusiasm extends to flag football, which will debut at the Los Angeles Olympics. He’s a strong advocate for the sport and has established a youth football league that has produced NFL players like C.J. Stroud and JuJu Smith-Schuster. “I think flag football is a sport the whole world can grab ahold of,” he said. “You’ll see so many athletes that are in the NFL that are from different parts of the world that they’ve grown the sport from them just making it to the NFL and being an inspiration for the next generation.”
As the Milan Cortina Games continue, Snoop Dogg’s presence remains a highlight, demonstrating NBC’s commitment to engaging a broader audience and injecting a dose of fun into the Olympic experience. His journey from rapper to Olympic ambassador underscores his ability to connect with fans across generations and sporting interests.
Looking ahead, Snoop Dogg’s continued involvement with NBC’s Olympic coverage promises to bring a unique and energetic perspective to future Games, particularly as the event returns to American soil in Los Angeles. His evolving role suggests a long-term partnership that will likely continue to captivate audiences and redefine the way the Olympics are experienced.
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