Swansea City have named green wellness brand AG1 as their new front-of-shirt sponsor for the upcoming Championship season, a move that breaks from the growing trend of second-tier English football clubs partnering with gambling companies.

The Welsh club — whose ownership group includes rapper Snoop Dogg, Real Madrid midfielder Luka Modric, and American businesswoman Martha Stewart — will carry the gut health firm's branding on their kits as they compete in the Championship.

AG1, founded by Chris Ashenden, produces a green nutritional powder designed to be mixed with water. The brand counts Formula One champion Sir Lewis Hamilton and actor Hugh Jackman among its users. In 2022, AG1 raised $115 million in a funding round that valued the company at $1.2 billion. The firm also holds sponsorship agreements with Olympic sprinter Allyson Felix and the England rugby team. The Swansea deal marks AG1's first venture into football, reflecting a broader pattern of consumer wellness and lifestyle brands seeking visibility through sport as the sector attracts sustained investor interest.

Snoop Dogg said: "It's exciting to be part of something that brings people together through football, wellness, and that shared commitment to performing at your best."

AG1 president Tim Harrington described the partnership as a natural alignment, stating: "Partnering with a club backed by owners like Luka, Snoop and Martha, who each bring that same relentless drive in their own fields, felt like a natural fit for our first move into football."

Swansea chief Tom Gorringe added: "We are pleased to have reached an agreement with AG1 to have their branding on the front of our shirts for the upcoming season. Given the financial regulations within the league, generating more income is essential for the club to be able to compete." The Championship operates under profitability and sustainability rules that cap allowable losses over a rolling three-year period, placing pressure on clubs to grow commercial revenue to fund squad investment.

Swansea finished 11th in the Championship last season. The club announced Snoop Dogg's investment in 2025.

The AG1 partnership stands in contrast to a broader pattern across the Championship, where gambling firms have expanded their presence after the sector was banned from front-of-shirt sponsorship in the Premier League. Entain's Coral this week announced a deal to become the front-of-shirt sponsor of Birmingham City. Stoke-based bet365 have maintained their partnership with their hometown club. Relegated West Ham have retained Boyle Sports as their front-of-shirt sponsor from last season, while Wolves and Burnley are partnered with gambling and finance brands respectively.