Key facts
- Swansea City has partnered with the green wellness brand AG1 for its front-of-shirt sponsorship.
- The deal signifies AG1's entry into the football sponsorship market.
- AG1's primary product is a green health powder.
- Snoop Dogg is a part-owner of Swansea City.
- The sponsorship bucks a trend of Championship clubs partnering with gambling firms.
Snoop Dogg's English football club, Swansea City, has announced a sponsorship deal with the green wellness brand AG1, marking a departure from the trend of Championship clubs partnering with gambling firms. AG1, known for its health powder, will feature as the front-of-shirt sponsor.
Swansea City, which is part-owned by Snoop Dogg, footballer Luka Modric, and businesswoman Martha Stewart, will showcase AG1's branding. The wellness brand, which counts celebrities like Sir Lewis Hamilton and Hugh Jackman among its users, is making its first foray into football sponsorship with this deal.
Snoop Dogg expressed his excitement about the partnership, stating, "It’s exciting to be part of something that brings people together through football, wellness, and that shared commitment to performing at your best." AG1, founded by Chris Ashenden, previously secured $115 million in a funding round in 2022, valuing the company at $1.2 billion. The brand also has existing agreements with sprinter Allyson Felix and the England rugby team.
AG1 president Tim Harrington highlighted the synergy with Swansea's ownership, noting, "Partnering with a club backed by owners like Luka, Snoop and Martha, who each bring that same relentless drive in their own fields, felt like a natural fit for our first move into football." Swansea chief Tom Gorringe added that the agreement is essential for the club's competitiveness, especially given the financial regulations within the league. Swansea finished 11th in the Championship last season.