Snoop Dogg is allegedly being paid $500,000 a day plus expenses for his Olympics coverage with NBC, according to venture capitalist Henry McNamara.
McNamara claims an NBC executive revealed the rate the rapper was being paid at dinner.
The iconic rapper arrived in Paris and told AP, “But remember, I’m a rapper. So ain’t no rapper ever did what I’m doing,” he said. “Rappers aren’t supposed to do this. I tend to do the unthinkable.”
Stepping out of a sleek black SUV to the chants of “Snoop, Snoop, Snoop!” from an enthusiastic crowd. Dressed in a custom Noah Lyles-themed USA sweatsuit, Snoop greeted his fans before heading into the Musee de l’Homme, where he was met with a hug from his longtime friend Martha Stewart. The two toasted with champagne before Snoop performed his signature “crip walk” onto the set to film a Sunday night segment.
“When the lights are on, that’s when I shine the best,” Snoop told The Associated Press. This sentiment was on full display after watching Lyles’ historic 100-meter sprint victory and filming a primetime segment with Mike Tirico and Stewart, who made a surprise appearance.
Throughout the Paris Games, Snoop has made a series of memorable appearances. He carried the Olympic torch, served as NBC’s prime-time correspondent, and attended numerous events, from swimming with Michael Phelps to cheering on Caeleb Dressel with the swimmer’s family.
“This opportunity was nothing but a chance for me to show the world what it’s supposed to look like when you put the right person in the right environment,” Snoop told AP.
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Martha Stewart, who attended an equestrian event with Snoop on her 83rd birthday, praised him. “I think he’s done an amazing job for the Olympics,” she said. “He has made it so accessible to everybody. That’s his talent. Everybody loves him.”
Snoop has also become known for his Olympic souvenir—a pin depicting him exhaling Olympic-colored rings. He gifted one to tennis star Coco Gauff but remained tight-lipped about how to get more, saying, “I have zero answers for that.”
Initially, Snoop thought NBC wanted a more “buttoned-up” approach from him. However, network executives encouraged him to be himself, especially after seeing his potential during the U.S. Olympic trials. His casual interviews with Olympians and participation in events like a 200-meter race with NBC analysts showcased his natural charm and ability to connect with athletes.
“This is what I do. I do it every day,” Snoop said. “It’s not like an act. The bits that we do—they’re comfortable. They’re not stretched or forced. It’s me being me.”
NBC’s strategy to boost ratings by infusing coverage with pop culture has paid off. The network has seen significant viewership increases, with Snoop being a major factor. “That license to color outside the lines is what makes the greats, great,” sportscaster Mike Tirico said. “He knows how to do that and keep the picture looking good.”
