Rapper and entrepreneur Snoop Dogg is part of a diverse consortium of investors led by entrepreneur Neko Sparks that is interested in acquiring a majority stake in the Ottawa Senators, a National Hockey League (NHL) team. This group would be the most diverse ownership group in NHL history, with a majority of people of colour. The primary goal of the consortium, according to Snoop Dogg, is to increase the sport’s accessibility and affordability for visible minorities and low-income families that have been historically excluded from hockey. Snoop Dogg emphasised the significance of developing the Snoop Youth Hockey League outside Canada, to provide urban communities’ children with an opportunity to learn and play the sport. He believes that this initiative, similar to the successful Snoop Youth Football League, will change participating families’ lives positively.
The Ottawa Senators’ acquisition is expected to be the league’s most expensive, with a price tag of over $1 billion. Sparks’ consortium aims to reinvigorate the Senators in Ottawa at grassroots level and has plans to generate revenue from the arena on non-NHL game nights. Snoop Dogg plans to use his popularity to outreach to minority and underprivileged families, bringing more attention to the sport.
Snoop Dogg revealed that hockey has been his passion for over two decades. However, he noted limited access to the sport outside Canada and a lack of sporting opportunities as a child. The rapper’s previous success with the Snoop Youth Football League and its mandate, “to provide youth regardless of race, color, creed, or economic background the chance to learn the values of character, integrity, discipline, and teamwork through football and cheer,” could benefit the proposed project.
The Ottawa Senators’ acquisition is part of Snoop Dogg’s broader goal of diversifying sports ownership and providing opportunities to underrepresented groups in sports. The rapper expressed interest in buying a stake in NHL team the Pittsburgh Penguins to improve diversification in the sport. Furthermore, he emphasised that he wants to teach Black children in the US the sport and its potential for success, just as he did with football through his football league.
Snoop Dogg’s potential involvement in the Ottawa Senators’ ownership could affect diverse representation at the NHL board of governors levels. The rapper cited the need for broader representation and plans to make multiple appearances while promoting the sport and the team brand.
Other celebrities, like actor Ryan Reynolds and wrestler-turned-actor Dwayne “The Rock” Johnson, have also expressed interest in purchasing the Ottawa Senators. The next bids for the franchise are due in two weeks, and the successful bidder will mark the NHL’s most expensive acquisition to date. The Senators’ acquisition by Snoop Dogg’s group and diversification in sports ownership would be a significant milestone towards minority stake ownership in major sports leagues, creating more opportunities and increasing representation within the industry.
