NBC hired Snoop Dogg for Paris 2024 after his humorous Olympic highlights commentary on Peacock during Tokyo 2021 proved popular. His Paris assignment was as an “Olympics Special Correspondent,” not a conventional play-by-play announcer: he was slated to report from the Games, speak with host Mike Tirico, and cover athletes and Paris for NBC’s primetime show.
Why NBC hired Snoop Dogg
The immediate reason NBC gave was his work during the Tokyo Olympics. Snoop Dogg and Kevin Hart provided highlights commentary for Peacock in 2021, including Snoop’s take on dressage. In its December 2023 announcement, NBCUniversal said the dressage segments generated “tens of millions of views.” That is NBCUniversal’s figure, not an independently audited count in the cited announcement.
Molly Solomon, NBC Olympics Production executive producer and president, connected that performance directly to the new role: “That performance alone has earned Snoop a job as our Special Correspondent in Paris.” The statement is NBC’s explanation for the hire; it does not establish that a particular view total alone determined the decision.
What his Paris role involved
NBCUniversal announced the assignment on December 31, 2023. Snoop was to file regular reports for NBC’s Olympic Primetime Show, talk with host Mike Tirico, attend competitions, explore Paris, and visit athletes and their families. NBC and Peacock were the planned U.S. platforms.
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So “commentating” is understandable as a broad description of his Olympic presence, but it can give the wrong impression about the job. NBC described him as a special correspondent whose reports and features would add personality and stories around the competitions—not as the person calling events play by play.
How the hire fit NBC’s wider coverage plan
Snoop’s previous success was the direct explanation NBC gave for bringing him back. The choice also fitted a larger programming approach: NBC wanted primetime coverage to include more storytelling, a stronger sense of Paris, and voices outside the usual sports-broadcasting roster.
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At a July 2024 media conference, Solomon described the approach as “bringing in some nontraditional voices with expert communicators to provide their perspective on Paris 2024.” The Associated Press reported that NBC research found adults ages 26–40 wanted more pop culture in everyday Olympic conversation. The cited AP passage gives neither a percentage nor a sample size, and that finding supports the broader programming context rather than proving it was the sole reason for Snoop’s hiring.
What Snoop said about taking the job
In a June 2024 interview with TIME, Snoop offered his own reason for accepting: “Why not? Not why. This is what I do, you know what I’m saying? I love being in front of the people. I love sports. I know what I’m talking about.” He summed up the energy he hoped to bring as “the fire and the smoke.” That was his personal framing, distinct from NBC’s account of why it hired him.
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Did Snoop’s presence raise Olympic ratings?
NBCUniversal reported that its Paris 2024 coverage averaged an audience delivery of 30.4 million, up 82% from Tokyo, and that the opening ceremony drew 28.6 million viewers, its most-watched since 2012. The company also reported 4.7 million new followers for NBC Sports social channels covering the Olympics. Those are network-wide figures; the post-Games report does not isolate Snoop’s contribution, so they cannot show that he caused the audience or follower gains.
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