Snoop Dogg made his way through Northern Italy on Wednesday while carrying the Olympic torch. The appearance came just before the 2026 Winter Olympics officially begin in Milan and Cortina. Wearing a white tracksuit for the moment, he called the experience an "honor" and shared a message of "peace and love" with athletes preparing to compete.
“I’m showing peace and love and it’s an honor to have this torch in my hand right now,” Snoop said in a video posted on social media. “I want to spread a whole lot of love to the athletes, to the people of Italy, to the whole world right now. Because that’s what the Olympics is all about. Spread peace and love from the D-O-dub.”
During the Olympic competition, Snoop is stepping into the position of Team USA’s first honorary coach. “I’m jumping in as Team USA’s first honorary coach, a role that’s all about celebrating and supporting athletes beyond what fans see on the field of play,” Snoop wrote in a post on LinkedIn. “I’m here to bring my voice, my heart, and maybe a little wisdom from the sidelines. To help motivate Team USA, shine a light on the full athlete journey and uplift the people who make their dreams possible.”
He is also taking part in NBC’s broadcast coverage of the event. He recently made appearances inside the NBA broadcast booth as well. For the Olympics, he is expected to share updates from the games and join conversations with host Mike Tirico. “I am excited to be back with my main man Mike Tirico for the 2026 Winter Olympics in Milan Cortina,” Snoop said in a statement in September, according to The Hollywood Reporter. “The D-O double G will be on the scene. I am looking forward to celebrating with the athletes and their families. The Olympics is the biggest stage in the world and, as everyone knows, I’m all about sports, bringing people together, and unifying while bringing the fun. I’ll be bringing my puffy jackets, snow pants, goggles, skates (and will definitely be iced out).”
The Winter Olympics opening ceremony is scheduled for Friday, February 6. The event will continue through February 22. Coverage of the competition will air on NBC, USA Network, CNBC, and NBCSN.
