In an Olympics broadcast that NBC has filled with surprise guests and non-traditional programming gambles, Snoop Dogg may be the most shocking of them all.
The rapper-turned-entrepreneur is on hand to provide commentary and discuss issues with athletes and parents during the two-plus weeks that NBCUniversal will be covering the athletic extravaganza on the NBC broadcast network; the Peacock streaming service; the Spanish-language Telemundo outlet; and various cable locations. Dogg, whose real name is Calvin Broadus, Jr. is, seems ready to give viewers something they might not have expected.
“My preparation for primetime is me. Google me. Look at me, dog. I’m kind of done fighting. I’ve done sporting events. This is what I do. I’ve been doing this since you were all goldfish,” he told reporters earlier this week. What viewers will discover, he says, is: “I know the sport, I know the angle, I know the conversations.”
The addition of Snoop Dogg to a mix that has traditionally relied solely on a team of traditional sportscasters like Mike Tirico is a testament to NBC’s fervent desire to make the Olympics a must-see for a new, digital generation unaccustomed to is to watch the showcase. in the usual way – gathered around a TV set with several generations of family. In 2024, fans will be able to watch every Olympic Games live as they happen. That puts a new onus on NBC to make its primetime presentation — largely a collection of the day’s events with an emphasis on additional stories and in-depth access to athletes — worth as much as attention-grabbing has already been done.
The company has enlisted Kelly Clarkson and Peyton Manning to draw audiences to a primetime presentation of the opening ceremonies; sassy podcaster Alex Cooper hosts online viewing parties on Peacock; Kevin Hart and Kenan Thompson for a steamy commentary show; and comedian and former “SNL” cast member Leslie Jones to increase social media coverage. Jimmy Fallon will appear at the end of the Olympics.
NBC Sports has been hugging Snoop Dogg for months. Molly Solomon, the top production executive overseeing the Olympics broadcasts, even went to visit him at his West Coast home. “He defined his role as the curious superfan,” she told producers months ago during a meeting at NBC Sports headquarters in Stamford, Conn.
But he doesn’t just show up. He arrived in Paris 10 days before the start of Friday’s glitzy opening ceremony and has kept up a full schedule of interactions with Olympians. “I went into the practice facilities with different teams, whether it was judo, weightlifting, three-on-three basketball or fencing. I’m one of those people who likes to be involved. Not only do I interact and talk to them, I get to try the event,” he said, adding that he focused on “learning the backstory of these athletes and their families, and then trying to understand the backstory of some of these events get to know – these sporting events.” events that I have no idea about – but [I’m] learning and loving at the same time.”
The casual viewer may not be used to seeing the serious Dogg. Over the years, Snoop Dogg has become best known for his rap career and for his participation in media ventures that include WWE professional wrestling; a VH1 series with Martha Stewart; and Merry Jane, a digital property related to cannabis industry news.
He certainly seems capable of trying anything, including striking up a relationship with younger fans. “I’m an old dog who can learn new tricks,” he says. “I have Gen-Z kids. Remember me, I have a house full of them, and then I have a soccer league with Gen-Zs and grandkids. This is my world. I like to speak their language and get on the same page with them.”
He might be better suited for the raucous antics that such an audience demands. “I’m inspired by a lot of things Snoop does. At 57 years old, I am not inspired by trying to become an athlete again,” Tirico said. “You better leave that to Snoop.”
One meeting that could be on the agenda is a one-on-one meeting with Olympic legend Michael Phelps. “Maybe I’ll jump in the pool and learn how to run the 25 meters, something along those lines,” says Snoop Dogg, adding, “One thing about me, when I’m around these Olympians, I feel like I’m just as good as them or could give it a chance. So I’m going to try.”
For those who doubt him, Snoop Dogg suggests he will prove himself in the coming weeks. “I’m here to do what I have to do,” he says. “Follow the Dogg, honey.”