On January 5, at the Intuit Dome in Inglewood, California, Snoop Dogg was present well before the Golden State Warriors faced off against the Los Angeles Clippers. Clad in a gray suit paired with a black turtleneck, accessorized by a diamond-studded Peacock pendant and purple Chuck Taylor sneakers tied with gold laces reflecting his lifelong support for the Los Angeles Lakers, the rapper and entertainer approached his new role with a calm professionalism. He did not seek attention before his broadcast; instead, he waited patiently to join Reggie Miller and Terry Gannon as an NBA analyst for Peacock’s coverage of the game’s second half.
Throughout the afternoon, an AP reporter accompanied Snoop to provide an inside look at his behind-the-scenes preparations. This included time spent in the green room and participating in production activities well ahead of airtime. Snoop emphasised the sincerity of his commitment, stating that NBC’s invitation was contingent on his genuine dedication rather than a superficial celebrity appearance. "It’s really not about me," he remarked, "but about what the game itself needs right now." His recent exposure during the 2024 Paris Olympics had already garnered global recognition, solidifying his credibility in this new capacity.
In recent months, Snoop Dogg has demonstrated remarkable ease in various live, unscripted television formats across prominent platforms. His engagements have ranged from extended appearances on NBC’s "The Voice," a performance during Netflix’s Christmas Day NFL broadcast, to viral moments at the Snoop Dogg Arizona Bowl, and involvement in interviews and presentations at high-profile events such as the Golden Globes. The latter event drew acclaim from celebrities Amy Poehler and Stephen Graham, who praised his compelling presence on stage. This increasing visibility is coupled with a strengthening partnership with NBCUniversal, which is broadening Snoop's responsibilities across both sports and entertainment, including coverage planned for the upcoming Milano-Cortina Winter Olympics and further NBA broadcasts.
Before the game’s tipoff, Snoop actively participated in production meetings and joined coaching discussions with Steve Kerr of the Warriors and Tyronn Lue of the Clippers. During these sessions, he displayed a consistent engagement with the operational side of the sport, a level of involvement unusual for a newcomer to sports broadcasting. Additionally, prior to the game, he spent time near the Warriors’ locker room, enjoying moments of interaction, such as dancing to music playing around him, and patiently awaiting his scheduled interview with Warriors star Stephen Curry.
Stephen Curry himself noted Snoop’s adaptability and comfort within diverse environments. "He can find his way anywhere in any environment," Curry said. He also acknowledged prior experiences watching Snoop integrate smoothly with Team USA during the Olympics in Paris, where Snoop fostered close connections with players both on and off the court. Curry praised Snoop’s approach to the pregame interview, highlighting the straightforwardness of his basketball-related questions and his effective presence during the broadcast, describing him as a "great addition." This dual capability to engage authentically and professionally marks Snoop’s unique value in sports media.
Snoop's ability to respond to live, dynamic situations was on full display during the Arizona Bowl, where he caught a deep kickoff while mid-interview, momentarily losing a shoe but maintaining control of the ball. This impromptu moment quickly gained viral attention and illustrated why his live broadcasting resonates so strongly with audiences. Moments like these highlight the factor behind Snoop’s expanding presence across various media platforms and sports events, establishing him as a versatile figure whose influence spans entertainment and athletics.
His role is set to grow further with his inclusion in NBC's coverage of the Winter Olympics, extending his reach across a diverse viewership and embracing both sports and entertainment sectors. Veteran NBA analyst Reggie Miller, reflecting on Snoop's involvement, emphasized the rapper’s genuine and serious approach, noting that Snoop actively participates even in technical discussions, asking informed questions of coaching staff instead of remaining a passive observer. Co-analyst Terry Gannon added that Snoop's efforts translated into a smooth, effective broadcast, highlighting the preparation and work he invested in the role.
Snoop has shown admiration for legendary broadcasters, particularly the late Chick Hearn, known for his four decades with the Lakers. He positions himself as a bridge between the traditionally established basketball commentary world and a broader audience, representing an "average Joe" perspective despite his celebrity stature. He believes the NBA is evolving to welcome voices like his that combine basketball knowledge with an ability to attract new viewers.
On air, Snoop’s commentary blended insight and personality. He critiqued Draymond Green’s tendency to over-shoot three-pointers while recognizing Green’s effectiveness as a point-forward. He observed Curry’s resilience playing through an ankle injury and used creative metaphors to describe on-court chemistry, referring to it as "cookies and cream," and coined the nickname "Stephisticated" for Curry. During a scoring run, he infamously exclaimed "two-piece chicken nuggets," underscoring his distinctive broadcasting style.
The broadcast also captured Snoop’s ability to seize the energy of the moment. When Warriors coach Steve Kerr was ejected following a refereeing dispute, Snoop energized the crowd by shouting "Inglewood," synchronizing with the fans’ enthusiasm inside the Intuit Dome. Reflecting on his performance, Snoop stated, "When the lights are on, that’s when I shine the brightest." This confidence and authenticity appear to be key elements of his expanding media career.
Looking ahead, Snoop has expressed enthusiasm for further opportunities in NBA game commentary, viewing the analyst role as a natural evolution consistent with a career characterized by curiosity and continuous development. His upcoming commitments include serving as an NBC correspondent at the Winter Olympics, acting as an honorary coach with Team USA, and supporting American athletes throughout the Games. Additionally, he is scheduled to host an event alongside Clippers forward Kawhi Leonard during NBA All-Star week.
Ultimately, Snoop Dogg embraces this phase as an extension of his entertainment career, aimed at drawing broader audiences into the sports world. He stated, "I feel like I’m progressing myself as a full-on entertainer. This is a part of entertainment, being able to pull people into things they may or may not be interested in. I would love to do more of this." His rise is underpinned by a simple philosophy: show up, commit to the work, and remain open to new opportunities. "When you master who you are," he explained, "you understand that you’re not one dimensional. You evolve."