The 2024 Summer Olympics in Paris saw a significant boost in viewership, with a five-day total audience delivery average of 34 million viewers, representing a substantial 79% increase from the previous 2021 Tokyo Olympics. One of the key factors contributing to this surge in viewership was the presence of Snoop Dogg, the iconic hip-hop artist turned sports commentator and entertainer. Executives at Comcast’s NBCUniversal, the official broadcaster of the Games in the U.S., praised the success of their production and highlighted the impact of celebrities like Snoop Dogg on the coverage.
Molly Solomon, NBC’s executive producer of the Olympics, described Snoop Dogg as an “ambassador of happiness” during a press call, emphasizing his positive energy and charismatic presence at the Games. Snoop Dogg’s interactions with athletes, families, and fans generated considerable buzz on social media, with viral moments capturing his infectious enthusiasm and genuine engagement with the Olympic events. From cheering alongside Olympians’ family members to taking a swimming lesson from Michael Phelps, Snoop Dogg’s involvement added a unique and entertaining dimension to the Games.
Snoop Dogg’s involvement in the Olympics dates back to the 2021 Tokyo Games, where he hosted a highlight show with comedian Kevin Hart on Peacock. Despite lackluster viewership for the Tokyo Olympics, Snoop Dogg’s show garnered attention and went viral, setting the stage for his expanded role in the Paris Olympics. NBC’s executives recognized Snoop Dogg’s appeal and audience connection, leading to discussions on his continued participation in the Olympic broadcast.
Snoop Dogg’s versatility and relatability were evident in his interactions with American athletes and his sporting attire, which included USA gear and personalized jackets. Fans appreciated Snoop Dogg’s ability to transcend traditional sporting events and engage with the audience on a more personal level. His presence at the Olympic trials and various Games events showcased his commitment to telling the athletes’ stories and promoting the spirit of the Olympics.
Following his success at the Paris Olympics, Snoop Dogg is set to join NBC and Peacock this fall as a coach on “The Voice,” further solidifying his status as a multifaceted entertainer with broad audience appeal. While some critics have expressed concerns about the inclusion of celebrities in the Olympics, Snoop Dogg’s positive influence and ability to connect with fans have undeniably contributed to the popularity of the Paris Games.
The success of the Paris Olympics marks a significant turnaround from the challenges faced by previous Games, such as the Tokyo Olympics’ low ratings and logistical issues. Snoop Dogg’s presence at the Paris Olympics helped to rejuvenate viewership and engage a wider audience, demonstrating the power of celebrity partnerships in enhancing the Olympic experience. As the Games continue to evolve, Snoop Dogg’s impact on the Olympics serves as a testament to the enduring appeal of sports, entertainment, and cultural collaboration on a global stage.