Anyone following the Olympics coverage would’ve noticed the ubiquity of Snoop Dogg. From his ‘Snoop Horse’ equestrian get-up to his Simon Biles number-one fan attire and rapping back in LA to promote the next Olympic Games, the rapper surprised and delighted sports fans.
To find out how Snoop managed to capture the world’s imagination — and pry headlines away from the athletes — B&T spoke with Kate Rourke, Getty Images APAC head of creative insights, and the photographer who captured the iconic shots of Snoop Dogg, Arturo Holmes, Getty Images entertainment photographer.
B&T: How did Snoop bring sports and celebrity to the eyes of billions at the Olympics?
Kate Rourke: The Paris Olympics was more than a stage for athletic excellence, it marked a significant shift in how the Games were marketed and consumed. As one of the most watched figures during the Games, Snoop Dogg’s blend of authenticity, cultural relevance, and charisma attracted a huge audience beyond those who typically tune in for the sports.
According to our VisualGPS research, when it comes to building trust, 87 per cent of Gen Z and millennials noted that it was important that the image or video they saw was authentic. The engagement and viewership figures speak for themselves suggesting the convergence of sports and entertainment, with authenticity at the centre, is driving key sporting events to new heights.
B&T: What were Snoop Dogg’s best moments at the Olympics and why did they go viral?
Arturo Holmes: One of the most unforgettable moments I captured of Snoop Dogg at the Olympics was that incredible split-second when he glanced up, completely immersed in the energy of the games. At the Olympics, my focus wasn’t on the action but on the reactions—those fleeting, genuine expressions that tell the real story. That near-miss glance from Snoop, in many ways, mirrors the exhilaration of the sports themselves.
I believe the reason it went viral is that it struck a chord with people on a deeper level. It wasn’t just another celebrity photo; it was a snapshot of raw human emotion amidst all the excitement of the event. When France’s President Emmanuel Macron shared the image on social media, it added a whole new layer of visibility, making it even more iconic.
B&T: What did it take to shoot the Games? How did you find the moments you knew would garner the attention of audiences around the globe?
AH: When I’m on the red carpet, I can engage directly with the subject—the talent is right in front of me. But shooting the Games was on a completely different level, demanding sharp focus, unwavering patience, and a relentless drive to capture those extraordinary moments. Navigating through crowds and moving between venues was only the beginning; the real challenge was tuning into the event’s energy. I captured Snoop Dogg on day two of the Olympics, and when that shot went viral, it reignited my fire, like a battery in my back. I was fully attuned to the emotions and reactions that could tell a deeper story. It’s about sensing when a fleeting expression or subtle gesture can resonate globally, transforming an ordinary moment into something truly remarkable.
B&T: Is this example part of a growing trend of cultural convergence between sports and entertainment?
KR: The convergence of entertainment and culture is particularly exciting for brands looking to connect with audiences, as it presents a way to break down traditional audience segment barriers. Snoop Dogg was a great example of this, where the entertainment lens captured and multiplied the magic of a culturally significant event engaging audiences who may not typically tune into the Games.
With younger generations increasingly consuming content for key cultural events via social media rather than broadcast channels, Snoop Dogg also demonstrated how this growing cultural convergence is a route for creating engaging visual content that resonates on these platforms. We are seeing a surge of new visual trends led by Gen Z, who are swimming against the current to bring back retro and less curated aesthetics, grounded by the demand for more realism.
B&T: Why is pop culture driving demand for sporting events now more than ever?
KR: We’re living in a new era of fandom where pop culture serves as a main driver for sporting events. This intersection between sports and pop culture was captured perfectly at the Olympics where NBC leveraged Snoop Dogg’s presence to attract and retain viewers, no matter which teams were competing. Similarly, the Kansas City Chiefs have benefited from the convergence between sports and pop culture, recently noting that Taylor Swift’s romance with Travis Kelce has helped the team grow its female fan base 30 per cent in one year. Another good example would be Formula One’s Drive to Survive which showcases behind-the-scenes moments that draw on viewers’ emotions to help capture new audiences.
Underpinning all three of these is the focus on authenticity, where celebrities and athletes are showcasing the truest and most authentic versions of themselves to connect with new fans. By revealing intimate details about their personal lives and journeys, sports brands can create a more relatable and human connection that not only deepens fan loyalty but also broadens their appeal. The key lesson for brands here is clear: embracing the most authentic version of your brand through authentic, relatable and compelling visual storytelling is what our research shows will resonate most and effectively engage your audience.
