SUMMARY
- Snoop Dogg is serving as NBC’s special correspondent at the Milan Winter Olympics.
- The network expanded his role following strong engagement during Paris 2024.
- His presence reflects a broader strategy to attract younger and digital audiences to winter sports.
MILAN, Italy — Snoop Dogg has arrived at the Milan Winter Olympics as a special correspondent for NBC, expanding his role after his widely viewed coverage of the Paris 2024 Summer Games and positioning himself as a cultural bridge for the Milan Cortina 2026 Winter Olympics.
Snoop Dogg, the Grammy nominated rapper and media personality, began appearing across NBC and Peacock programming days before the Feb. 6 opening ceremony.
NBCUniversal executives previously confirmed he would contribute to live coverage, digital segments and alternative broadcasts, including hockey and figure skating.
Molly Solomon, executive producer and president of NBC Olympics Production, said in a network statement that expanding Snoop Dogg’s presence builds on audience response from Paris.
She said the strategy is designed to “bring new viewers into the Olympic movement while honoring the competition.”
During early broadcasts in Milan, Snoop Dogg appeared alongside veteran host Mike Tirico and reunited with Martha Stewart during figure skating coverage.
NBC also featured him in an alternative hockey stream on Peacock, part of the company’s broader digital expansion strategy.
The Milan Cortina 2026 Winter Olympics mark Italy’s first Winter Games since Turin in 2006.
Broadcasters globally have sought new formats to address declining linear television audiences and shifting viewer habits toward streaming platforms.
Sports media analysts note that celebrity driven coverage has become increasingly common in global sports broadcasting.
NBC reported record streaming engagement during Paris 2024, though it has not released Milan specific figures.
Andrew Billings, professor of sports media at the University of Alabama, said celebrity correspondents can humanize complex sports.
“When networks integrate recognizable personalities, it lowers barriers for casual fans,” Billings said.
Patrick Crakes, a former Fox Sports executive and media consultant, said the approach reflects competitive pressure.
“The Olympic broadcast is no longer just about event coverage. It is about multiplatform storytelling,” Crakes said.
Mike Tirico said on air that working with Snoop Dogg adds spontaneity to traditional coverage. Martha Stewart wrote on Instagram that their reunion in Milan “brings together sport and culture in a unique way.”
NBC executives have indicated the Milan Winter Olympics will continue experimenting with digital first formats and alternative commentary streams.
Industry analysts say performance metrics from Milan could influence how future Olympic Games are packaged for global audiences.
The expanded role of Snoop Dogg underscores how the Milan Winter Olympics are evolving beyond competition into a broader entertainment platform while maintaining the core focus on athletic performance.
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