Snoop Dogg Set to Shine at NBC's Olympics: 'My Prime Time Prep Is Just Being Myself'

 

In an Olympics telecast brimming with surprise guests and innovative programming, Snoop Dogg might be the most unexpected addition.

The rapper-turned-entrepreneur is set to offer commentary and engage with athletes and parents throughout NBCUniversal’s extensive coverage of the event. This will be broadcast across the NBC network, the Peacock streaming service, the Telemundo Spanish-language outlet, and various cable channels. Snoop Dogg, whose real name is Calvin Broadus, Jr., is prepared to deliver an experience viewers may not anticipate.

“My preparation for primetime is being me. Google me. Look me up, dog. I’ve done fighting a bit. I’ve done sporting events. This is what I do. I’ve been doing this since y’all have been goldfish,” he told reporters earlier this week. What viewers will find, he says, is that “I know the sport, I know the angle, I know the conversations.”

Snoop Dogg’s addition to a team traditionally composed of sportscasters like Mike Tirico underscores NBC’s effort to make the Olympics appealing to a new, digital-savvy generation. This generation is less inclined to watch the event in the traditional manner—gathered around a TV with family. In 2024, fans can watch each competition live as it happens, putting pressure on NBC to make its primetime presentation—curating the day’s events with added storytelling and athlete access—engaging enough to capture attention.

NBC has enlisted Kelly Clarkson and Peyton Manning for the primetime presentation of the Opening Ceremonies, podcaster Alex Cooper to host online watch parties on Peacock, Kevin Hart and Kenan Thompson for a streaming commentary show, and comedian Leslie Jones to boost social media coverage. Jimmy Fallon will appear at the Olympics’ close.

NBC Sports has been coordinating with Snoop Dogg for months. Molly Solomon, the top production executive overseeing the Olympics telecasts, even visited him at his home on the West Coast. “He defined his role as the curious super fan,” she told producers at a meeting months ago at NBC Sports’ headquarters in Stamford, Conn.

But he’s not just making a guest appearance. He arrived in Paris ten days before the Opening Ceremonies and has been busy interacting with Olympians. “I’ve been sliding into the practice facilities with different teams, whether it was judo, weightlifting, three-on-three basketball, or fencing. I’m one of those individuals that likes to get involved. Not only do I communicate and talk with them, I may try the event,” he said, adding that he’s focused on “learning the backstory of these athletes and their families, and then learning the backstory of some of these events—these sporting events I have no clue about—but [I’m] learning and loving them at the same time.”

Casual viewers might not be used to seeing this earnest side of Snoop Dogg. Known primarily for his rap career and ventures in media, including WWE professional wrestling, a VH1 series with Martha Stewart, and Merry Jane, a digital property related to cannabis news, he is now ready to engage with a new audience.

He seems eager to connect with younger fans. “I’m an old dog that can learn new tricks,” he says. “I’ve got kids that are Gen-Z. Remember me, I’ve got a house full of them, and then I’ve got a football league of Gen-Zs and grandkids. This is my world. I love speaking their language and getting on the same page with them.”

Snoop Dogg may be better suited to the dynamic antics this audience enjoys. “I’m inspired by a lot of things Snoop does. At 57, I’m not inspired by trying to be an athlete again,” says Tirico. “Better leave that all to Snoop.”

A potential highlight could be a one-on-one encounter with Olympic legend Michael Phelps. “I may jump in the pool and learn how to do the 25 meters, something to that effect,” says Snoop Dogg. “One thing about me, when I’m around these Olympians, I feel like I’m just as good as them or might give it a chance. So I’ll be trying it.”

For those who doubt him, Snoop Dogg promises to prove himself over the next few weeks. “I’m here to do whatever I’ve got to do,” he says. “Follow the Dogg, baby.”

Pictured above: Snoop Dogg holds the torch as part of the 2024 Paris Olympic Games Torch Relay, in Saint-Denis on July 26 in Paris.