Snoop Dogg steps out of a sleek black SUV, his entourage in tow, as a Parisian crowd erupts into chants of “Snoop, Snoop, Snoop!” outside the NBC set.
US artist Snoop Dogg attends a women's beach volleyball match between The United States and France at the 2024 Summer Olympics, Wednesday, July 31, 2024, in Paris, France.
“This opportunity was nothing but a chance for me to show the world what it's supposed to look like when you put the right person in the right environment,” Snoop said. “It’s more about relaxing rather than sleeping because I’m having so much fun,” he said. “This ain’t the town to sleep in. This ain’t the time to sleep. This is time to be on it like you want it. It’s different events happening day and night. I want to be active with everything, because I love the American athletes and competition. This is what I’m here for.”
“This is the celebration of the finest athleticism ever in the world and he has made it so accessible to everybody,” she continued. “That's his talent. Everybody loves him.” At the trials, Snoop had done casual on-video interviews with a few Olympians about their sports, including women’s basketball player A’ja Wilson, gymnast Sunisa Lee, skateboarder Jagger Eaton and beach volleyball players Sara Hughes and Kelly Cheng. He met with Lyles and participated in a 200-meter race — clocking in at 34.44 seconds — with NBC analyst and former Trinidadian track star Ato Boldon and former U.S. national champion Wallace Spearmon.
Snoop's presence in Paris is part of NBC's bet to boost ratings by infusing coverage with pop culture. So far, the U.S. broadcaster's strategy has worked, combined with the star power from U.S. Olympians such as Biles, Katie Ledecky and Sha'Carri Richardson. Through a five-day span beginning with the opening ceremony on July 26, the company averaged 34 million people a day watching on NBC, cable networks and Peacock, up from 19 million over the same period in Tokyo.
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