Despite the AFL’s strong commitment to promoting inclusivity across its organization, the decision to secure American rapper Snoop Dogg as the headline performer for the 2025 Toyota AFL Grand Final at the MCG has ignited significant controversy. The AFL has reportedly agreed to pay the rapper $2 million for his performance, positioning him alongside previous high-profile acts such as Katy Perry, Robbie Williams, and The Killers.
CEO Andrew Dillon defended the substantial expenditure as part of the league’s strategy to enhance the global appeal and entertainment value of what they consider Australia’s premier sporting event. “We’re recognizing Snoop Dogg as the person he is today,” Dillon stated, attempting to distance the performer’s current persona from his controversial past. Dillon also emphasized the rapper’s philanthropic efforts and role as a grandfather to justify the partnership.
The timing of the announcement proved particularly problematic for the AFL. Less than 24 hours after the league insisted there was no problematic baggage associated with the partnership, Snoop Dogg made remarks questioning LGBTQ+ representation in children’s media during a podcast appearance. His specific comments about a same-sex kiss scene in the film “Lightyear” reignited concerns about his history of anti-LGBTQ+ statements.
At least one politician has publicly condemned the decision, expressing disapproval of both the $2 million price tag and the selection of a performer with a history of discriminatory comments for a family-oriented event. The criticism has sparked broader conversations about the AFL’s social responsibility and the messages it sends through its entertainment choices.
The Mushroom team is currently collaborating with Snoop Dogg’s representatives to create what they promise will be a memorable spectacle, with additional Australian artists to be announced closer to the event date. Meanwhile, the AFL leadership maintains confidence in their selection despite the growing scrutiny. Music marketing experts suggest the AFL could benefit from brand storytelling to better connect with audiences and justify their controversial performer choice.
The controversy highlights the delicate balance sports organizations must strike between securing high-profile entertainment acts and upholding the inclusive values they claim to champion, particularly when significant financial investments are involved. While the AFL views this as a sound investment, music industry experts note that sync deals for sporting events represent a lucrative revenue stream for artists like Snoop Dogg. The planned event will mark Snoop Dogg’s first-ever live appearance at the MCG on Grand Final Day.
