But the headline move is a $1.2 billion wellness brand signing on the front of a Championship team’s shirts—Swansea City, partially owned by Snoop Dogg, now wears AG1. That’s not sports betting or a cryptocurrency name, but a bottled wellness powder with a valuation last year that hit $1.2 billion after raising $115 million.
AG1's brand presence in sports
AG1, founded by Chris Ashenden, already has deals with sprinter Allyson Felix and the England rugby team. The deal with Swansea is the first for the brand in football. Its main product is a green health powder, which is mixed with water. The brand counts users such as Sir Lewis Hamilton and Hugh Jackman among its customer base.
Financial moves and sponsor trends
Swansea finished 11th in the Championship last season. The club announced a partnership with Snoop Dogg in 2025 and now has AG1 as its front-of-shirt sponsor. That move stands in contrast to recent patterns, where gambling firms like Coral and bet365 have taken front-of-shirt sponsorship spots. AG1 president Tim Harrington said the deal with Snoop, Luka Modric, and Martha Stewart felt like a natural fit for entering football.
Swansea chief Tom Gorringe said the deal is essential for the club to generate more income under league financial rules. The partnership with AG1 marks an attempt to stand out in a sector where most Championship teams align with gambling brands.