U.S. cheerleaders at the Olympics

Few people are more synonymous with the 2024 Olympics than Snoop Dogg.

When an American athlete competes for a medal in Paris, there’s a camera ready to capture an American rapper cheering in the stands.

He has been seen dancing with the U.S. women’s gymnastics team, wearing equestrian gear to support U.S. equestrians, and even trying out judo tricks.

Snoop Dogg’s enthusiasm for the Olympics has breathed new life into the Olympics, captivating viewers in Paris and online and driving high ratings for the Summer Games, according to NBC ratings data.

After multiple clips of Snoop Dogg hosting a show with comedian Kevin Hart on NBC streaming platform Peacock during the 2021 Tokyo Olympics went viral, the network 2024 has given the rapper an even bigger role: Special Correspondent.

But Snoop Dogg seems to have taken the role to the next level, becoming a cheerleader for America’s athletes, no matter the sport.

He played an integral role at the start of the games: he was one of the last Olympic torch bearers before the opening ceremony of last week’s games.

The 52-year-old, whose full name is Calvin Cordozar Broadus Jr, held the torch aloft in the streets of Saint-Denis, north of Paris, home to the Stade Francio Olympique .

While the special correspondent role and his torch-bearing work were announced in advance, Snoop Dogg’s consistent presence and exuberant energy among American athletes provided a special surprise.

“We’ve been pleasantly surprised by his popularity, but you never underestimate Snoop Dogg,” NBC Olympics executive producer Molly Solomon told reporters this week.

She described him as “the ambassador of happiness.”

Earlier this week, Snoop Dogg was dancing in the stands while the popular women’s gymnastics team competed, wearing a shirt with Simone Biles’ face on it.

Elsewhere in Paris, he cheered on countless others including tennis star Coco Gauff and volleyball star Kelly Cheng.

On Saturday, he wore equestrian gear and attended an equestrian event with American celebrity chef Martha Stewart.

During the competition, he participated in judo promotions, earned an honorary black belt, and received swimming lessons from American swimming star Michael Phelps.

Some believe the presence of rappers is a decisive factor in boosting ratings.

According to NBC Sports, the five-day average total viewers (plus daytime and primetime coverage) beginning with Friday’s opening ceremony was 34 million viewers.

That’s a 79% drop in ratings from the 2021 Tokyo Olympics due to the pandemic.

But ratings and network integration aside, Snoop Dogg says he’s just having fun.

In an interview with NBC Nightly News’ Lester Holt, he recalled watching the Olympics on television as a young man and never “in his wildest dreams” would he have imagined playing the role in the Olympics.

“I was the biggest kid in the crowd,” Snoop Dogg said.