Snoop Dogg embraces his growing NBC Olympic ambassador of joy role - Los Angeles Times

Los Angeles Times

by Sam Farmer

February 21, 2026

AI-Generated Deep Dive Summary

Snoop Dogg has officially embraced his role as NBC’s Olympic Ambassador of Joy at the Winter Games in Milan-Cortina, bringing his signature charm and energy to every event he attends. Known for his childlike curiosity and ability to connect with people, Snoop has become a ubiquitous presence at the Olympics, engaging fans and athletes alike through his enthusiastic participation in various activities like skiing, curling, and even driving a Zamboni. His role has evolved since first joining NBC’s Olympic coverage during the Tokyo Games in 2021, where he co-hosted the Peacock show *“Olympic Highlights”* with Kevin Hart. Now, as an informal mentor to athletes and a key figure in NBC’s prime-time coverage, Snoop brings a unique perspective that resonates with younger audiences. Snoop’s journey at these Olympics has been anything but easy—he traveled extensively between venues, including a four-hour van ride each way to watch curling and women’s ski racing in Cortina. Despite the challenges of navigating Italy’s winding roads and dealing with one-way streets, he remains remarkably upbeat. He even shared his thoughts on potential Olympic participation, revealing that snowboarding is his sport of choice due to its creative freedom while in the air. His presence has been so impactful that he has become a top celebrity sighting at the Games, creating a buzz wherever he goes. Snoop’s role as an Ambassador of Joy extends beyond entertainment—he highlights the significance of the Winter Olympics, comparing it to major events like the Super Bowl and the Summer Olympics. He emphasizes the weeks-long competition across various sports, particularly on ice, and the immense pressure athletes face while competing on the world stage. This perspective adds depth to NBC’s coverage, making the Games more relatable and engaging for viewers. For those interested in news about entertainment and sports convergence, Snoop Dogg’s role as an Olympic Ambassador is a prime example of how celebrities can enhance global events like the Olympics. His ability to blend humor, enthusiasm, and genuine interest in the athletes’ experiences has made him a valuable asset to NBC’s coverage. As he continues to support the Games and build toward Los Angeles’ 2028 hosting, Snoop’s impact on Olympic culture is sure to grow, leaving a lasting legacy in the world of sports and entertainment.

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Originally published on Los Angeles Times on 2/21/2026