Snoop Dogg’s NBA analyst role underscores why his on-air presence and global appeal keeps growing – Chicago Tribune

LOS ANGELES — Snoop Dogg arrived at the Intuit Dome hours before tipoff, well before most fans filled the arena and even before some players.

Wearing a gray suit and black turtleneck, a diamond-encrusted Peacock pendant resting on his chest, and purple Chuck Taylor sneakers with gold laces recalling his lifelong allegiance to the Los Angeles Lakers, Snoop didn’t rush. He didn’t take any posture. He’s been waiting for his moment to shine as an NBA analyst alongside Reggie Miller and Terry Gannon for Peacock’s recent broadcast of the Golden State Warriors at the Los Angeles Clippers during the second half.

As an AP reporter followed him around the arena for a behind-the-scenes look at his preparation — including time spent in the green room before the broadcast — Snoop made it clear that this was not an appearance.

“I don’t think NBC would have given me this opportunity if they thought I was going to play games,” said Snoop, who captured the global audience at the 2024 Paris Olympics. “It’s not so much about me. It’s more about what the game needs right now.”

In recent months, Snoop has highlighted his comfort in both live and unscripted settings on major television stages. He continued his work on NBC’s “The Voice,” performed on Netflix’s Christmas Day NFL broadcast, went viral at the Snoop Dogg Arizona Bowl and presented and conducted interviews at Sunday’s Golden Globes — where Amy Poehler and Stephen Graham praised his presence. This visibility coincided with a closer relationship with NBCUniversal, which continues to expand its role in sports and entertainment with the Milan-Cortina Winter Olympics next month, including coverage of the NBA.

Before the January 5 opener, Snoop participated in production meetings and joined coaches’ meetings with Steve Kerr and Tyronn Lue. He lingered near the Golden State Warriors locker room, occasionally dancing as his own music blared from inside, waiting patiently to interview Warriors star guard Stephen Curry hours before the game.

Snoop’s approach resonated with the players he covered.

“He can find his way anywhere in any environment,” Curry said. “It was cool to see all the different versions of Snoop.”

How Snoop makes his presence felt on the biggest stages

Curry saw Snoop’s ability to comfortably move between worlds long before that night. The sharpshooter recalls seeing Snoop alongside Team USA during the Paris Olympics, where he fit seamlessly into the basketball environment while easily connecting with players off the court.

“He caught me off guard at first because he asked me three very simple questions about basketball,” Curry said of Snoop’s Warriors-Clippers pregame interview. “Then I heard he made it to the show. … He was a great addition.”

Whether Snoop is on a global broadcast, on a major streamer, or on the sidelines, he reads the room in real time. That feeling reappeared at the Arizona Bowl, when he landed a deep kickoff mid-interview, losing a shoe but securing the ball. It was a spontaneous moment that quickly went viral and showed why he continues to resonate live.

Moments like this are why Snoop’s presence continues to expand. He is expected to be part of NBC’s coverage of the upcoming Winter Olympics, expanding its presence that now spans sports, entertainment and generations of viewers.

Miller, who played 18 years with the NBA’s Indiana Pacers, said Snoop’s versatility and seriousness stood out even behind the camera.

“He’s genuine,” Miller said. “Questions he asked in coaches meetings, jumping in and asking informed questions to Steve Kerr and Ty Lue. He could have just sat back and listened. No, he’s getting his hands dirty.”

Gannon echoed those sentiments.

“It’s not like he just shows up and says, ‘I’m here,’” he said. “He put in the work and effort. The broadcast went smoothly because of that.”

How Snoop Built a Bridge Between Gaming and a Wider Audience

Snoop said he studied legendary broadcasters, particularly the late Chick Hearn, who was the play-by-play announcer for more than 40 years with the Lakers. The rapper viewed his role as someone who deeply understands basketball but speaks outside of the traditional broadcast lineage.

“I represent the average Joe, even though I’m a well-known celebrity,” he said. “The NBA has progressed to where it deserves to have people like me who understand the game, know the game and can talk about the game and also attract new viewers.”

Snoop’s point of view was immediately apparent once he went on air.

He criticized the Warriors’ Draymond Green for taking — and missing — too many 3-point shots, while praising his ability to function as a point forward. He noted Curry’s ability to play through an ankle injury in the third quarter. He called the on-field chemistry “cookies and cream like they’re about to open a cookie shop,” called Curry “stephist” and punctuated a flurry of scores with “two-piece chicken nuggets.”

When Warriors coach Steve Kerr was ejected after disagreeing with the referees during a goaltending call, Snoop’s brash personality ran through the moment, shouting “Inglewood” as the crowd roared inside the Intuit Dome, located in Inglewood, California.

“When the lights are on, that’s when I shine the brightest,” Snoop said.

What’s next for Snoop?

Snoop said he would welcome more opportunities to call NBA games, seeing the analyst role as a natural extension of a career built on curiosity and growth. He’s looking forward to diving into the Winter Olympics, where he will once again be an NBC correspondent and join Team USA as an honorary coach.

He will serve as an ambassador and supporter of American athletes before and throughout the Games. He’s also hosting an event with Clippers forward Kawhi Leonard during NBA All-Star Week next month.

“I feel like I’m growing as an artist in my own right,” Snoop said. “That’s part of the fun, being able to attract people to things that may or may not interest them. I’d love to do more of that.”

Snoop is certainly living the dream with a simple line: show up, do the work, and stay open to what’s next.

“When you master who you are,” he said, “you understand that you are not one-dimensional. You evolve.”