The 2024 Paris Olympics, initially predicted to be among the least watched in U.S. history according to Gallup Poll, saw a surprising turnaround thanks to NBC’s strategic move. Bolstered by the star power of hip-hop icon Snoop Dogg, viewership soared by 82 percent compared to the Tokyo Olympics in 2021.
Snoop Understood the Assignment
NBC Sports reported a significant increase in viewership, with 34 million people tuning in via Peacock and traditional broadcasts within the first five days alone. As the special guest host, Snoop Dogg engaged with top athletes like Simone Biles, the U.S. Men’s Basketball Team, and more throughout the 17-day event.
In Paris, Snoop was tasked with a variety of activities, from running with the Olympic torch to touring the Louvre gallery, hanging out with his bestie Martha Stewart, dressing as an equestrian rider, and even trying his hand at some of the sports.
Snoop humorously acknowledged his impact, sharing a video that stated, “I was the main star of the Olympics,” and hinting that the rumors about his mutil-million-dollar contact might be correct.
Rumors of a hefty payday for Snoop started when venture capitalist Henry L. McNamara tweeted, “[I] sat next to an NBC exec at dinner, he said Snoop gets paid $500k a day plus expenses to be here promoting Olympics. From ‘Gin and Juice’ to a few million to be a celebrity at the Olympics – what a world.”
And it seems Snoop’s ability to entertain while being authentically himself has paid off handsomely. With an estimated net worth of $160 million, Snoop is one of the wealthiest rappers alive, according to Celebrity Net Worth.
Beyond the financial rewards, Snoop expressed the honor he felt when selected to kick off the games during the ceremonial passing of the Olympic torch.
“I felt like Muhammad Ali,” Snoop said after his stint with the torch. “I found out that when you hold the torch, you’re a peace messenger.” He added, “I was waving, shaking hands, kissing the babies — doing what I do, you understand me? Putting my foot in the pavement, letting the people know that we’re here. We’re here for peace, love, unity, and great sportsmanship.”
As the 2024 Paris Games has closed, all eyes are now on the L.A. 2028 Olympics. During the handover ceremony, artists like H.E.R., the Red Hot Chili Peppers, Billie Eilish, and Snoop Dogg performed, giving a nod to the next host city.
Snoop closed out the celebration by performing his hit “Drop it Like it’s Hot.”
Given the success of his involvement in Paris, it’s not far-fetched to imagine that Snoop will be back in four years, especially with the Games being held in his hometown.
