Snoop Dogg carries Olympic flame in Milano-Cortina relay

American music icon Snoop Dogg participated in the Olympic torch relay for the Milano-Cortina 2026 Winter Games on Wednesday, carrying the flame during the Gallarate to Monza leg of the journey. His appearance drew significant public attention just two days before the Opening Ceremony of the Games.

This marked the second consecutive Olympic torch relay in which Snoop Dogg, born Calvin Broadus Jr. in Los Angeles, has taken part. He previously carried the flame ahead of the Paris 2024 Summer Olympics Opening Ceremony. His involvement with the Olympic movement extends beyond the relay; he has been appointed an honorary coach for the United States Olympic & Paralympic Team at the Milano-Cortina Games.

The choice of Snoop Dogg as a torchbearer reflects the International Olympic Committee’s and local organizing committees’ ongoing strategy to engage global popular culture figures to broaden the Games’ appeal and connect with younger audiences. His participation in both the Paris and Milano-Cortina relays underscores a deliberate effort to blend sports with contemporary entertainment.

The Milano-Cortina 2026 torch relay, which began in October 2025, is a 63-day journey covering over 12,000 kilometers across Italy, culminating at the Opening Ceremony on February 6, 2026. Snoop Dogg’s segment occurred in the Lombardy region, a key area for the upcoming Winter Olympics, which will be co-hosted by Milano and Cortina d’Ampezzo.

As an honorary coach for Team USA, Snoop Dogg will support American athletes during the competition period, a role that leverages his public profile to promote the team and the Olympic values. This appointment aligns with a trend of naming prominent non-athletes to ceremonial positions to generate media interest and public engagement.

His repeated selection for high-profile Olympic duties highlights his status as a globally recognized figure capable of transcending his primary field in music. The visibility he brings is seen as valuable for building anticipation and promoting the Olympic spirit in the host nations and internationally.

The Milano-Cortina 2026 Winter Olympics are scheduled from February 6 to 22, 2026. The torch relay serves as a central promotional campaign, generating regional and national excitement across Italy before the competitions commence. Snoop Dogg’s involvement is part of this broader promotional effort, linking the Olympic tradition with contemporary cultural icons to maintain relevance and attract a worldwide audience.