The ongoing Summer Olympics in Paris have garnered significant attention from millions of viewers in the U.S., with a key highlight being the involvement of popular hip-hop artist, Snoop Dogg. The total audience delivery averaged 34 million viewers over the first five days, marking a 79% increase compared to the 2021 Tokyo Olympics. Executives at Comcast’s NBCUniversal, the U.S. TV and streaming broadcaster of the Games, have been emphasizing the success not only of their production but also the inclusion of celebrities like Snoop Dogg. Molly Solomon, NBC’s executive producer of the Olympics, praised Snoop Dogg as an “ambassador of happiness” for his positive energy and charisma that resonates with the audience.
Snoop Dogg’s presence at the Paris Olympics has generated significant buzz on social media platforms, with clips of him interacting with athletes, their families, and engaging in various activities going viral. From cheering alongside Olympians’ family members to taking swimming lessons from Olympic legend Michael Phelps, Snoop Dogg has brought his unique charm to the event. His ability to connect with the athletes and add a different perspective to the coverage has captured the attention of viewers, prompting them to tune in more to the Games.
NBCUniversal had strategically planned to capitalize on the success of the Paris Olympics and engage viewers by involving Snoop Dogg in the coverage. Following his hosting role at the Tokyo Olympics in 2021, where his show with comedian Kevin Hart garnered attention, NBC’s executives recognized Snoop Dogg’s potential as a valuable addition to the broadcast team. His early arrival at the Games, rapport with athletes, and his genuine interest in sports storytelling have made him a popular figure among viewers.
Snoop Dogg’s versatile persona has been a key factor in his appeal to the audience. From donning USA gear to interviewing American athletes, his ability to transcend barriers and relate to fans as a fellow enthusiast has resonated well. His presence at the Olympics has added a touch of pop culture and entertainment value, making the event more engaging for a broader audience beyond traditional sports enthusiasts.
While Snoop Dogg’s involvement has helped popularize the Paris Olympics and attract a diverse audience, some viewers, like Jenna Mindes, have expressed mixed feelings about the inclusion of celebrities in the Games. Mindes believes that for sports like gymnastics, which have dedicated fans, the intrusion of celebrities could dilute the essence of the sport and alienate hardcore enthusiasts. However, NBC Sports President Rick Cordella views the increased pop culture elements and celebrity presence as a driving force behind the success of the Paris Olympics.
The Paris Olympics’ success comes after the challenges faced by the Tokyo Olympics in 2021, including the Covid-19 pandemic, lack of live events on streaming services, and a significant time difference for U.S. viewers. The strategic approach taken by NBCUniversal, including the incorporation of shows like “Gold Zone” and watch-along programs, has contributed to the increased viewership for the Paris Olympics. The engaging coverage, along with Snoop Dogg’s charismatic presence, has revitalized the Olympic experience for audiences.
Snoop Dogg’s impact on the Paris Olympics extends beyond entertainment value, showcasing the power of celebrities to enhance the viewer experience and engage a diverse audience. His role as an ambassador of happiness and his genuine enthusiasm for sports storytelling have made a significant contribution to the success of the Games, highlighting the evolving landscape of sports broadcasting and viewership.