Snoop Dogg has landed in Italy for the 2026 Winter Olympics, and he's not just there to watch the action unfold.
The 54-year-old rapper is pulling double duty at Milano-Cortina, serving as both an NBC correspondent and Team USA's first-ever honorary coach.
The United States Olympic and Paralympic Committee unveiled his volunteer role back in December, explaining that "Coach Snoop" would be celebrating and supporting American athletes off the field of play.
It's quite the gig for the Long Beach native, who became the unlikely face of the Paris Games in 2024.
Snoop Dogg shared a clip of him hurtling down the Alpine terrain on a small sled
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He touched down in Italy on Tuesday and has already been throwing himself into the winter sports spirit with characteristic enthusiasm.
The rapper wasted no time getting stuck in, carrying the Olympic flame through Gallarate on Wednesday as part of the torch relay.
His antics have already gone viral on TikTok, with footage of him riding a Zamboni racking up more than four million views.
But it's his sledging attempt that's really got people talking.
Snoop shared a clip on Friday showing him hurtling down the Alpine terrain on a small sled, spinning around mid-descent before ending up flat on his back in the snow.
"What yall think?? How'd I do?" he posted alongside a laughing emoji.
Snoop Dogg is serving as both an NBC correspondent and Team USA's first-ever honorary coach
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He's also had a go at curling, throwing stones on the ice with Team USA athletes Daniel Casper and Tabitha Peterson Lovick at the Cortina Curling Olympic Stadium.
The team presented him with a "Coach Snoop" jersey after their 3-0 victory over Canada, which handed their rivals a first defeat of the Games.
So what's all this worth financially?
During the Paris Olympics, an NBC executive reportedly revealed that Snoop was earning a staggering $500,000 per day, plus expenses.
German outlet BILD also reported hearing from an NBC employee that his total earnings could reach up to $15 million across the 2024 Games, thanks to a TV ratings bonus in his contract.
With his dual role this time around, there's every chance his pay packet has grown even larger for the Winter Games.
Not that he needs the money – the rapper's estimated net worth sits at around $160 million.
Not everyone's been thrilled about his Olympic involvement, though.
What yall think?? How’d I do 🤣 @NBCOlympics pic.twitter.com/1W6mx3DmD1
— Snoop Dogg (@SnoopDogg) February 5, 2026
During the Paris Games, one online critic said: "He didn't make me want to watch," while another complained: "Then they wonder why the host loses money on every Olympic Games."
Some American fans have been equally unimpressed with his honorary coach title, with one writing on social media: "Are you serious, what's he coaching?"
Others posted: "Hard pass. Dude is intolerable," and "Embarrassing for the USA."
But Snoop himself seems unfazed, focusing on his cheerleading mission.
Snoop Dogg is earning a massive wage at the Winter Olympics
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"Team USA athletes are the real stars – I'm just here to cheer, uplift and maybe drop a little wisdom from the sidelines," he said when the role was announced.
"This team represents the best of what sport can be: talent, heart and hustle."