Honestly, if you told me in the nineties that the guy who gave us Doggystyle would become the unofficial face of the Winter Olympics, I’d have laughed you out of the room. But here we are. It is 2026, and the Snoop Dogg new show isn’t just one thing—it’s a full-blown takeover of your television screen and your local cinema.
The biggest news hitting the wires right now is Snoop’s return to NBC for the 2026 Winter Olympics in Milan Cortina. After he basically carried the 2024 Paris Games on his back with those viral commentary clips and that equestrian outfit with Martha Stewart, the network realized they couldn't do it without him. He is officially reprising his role as a primetime correspondent alongside Mike Tirico.
Why the Winter Games are different this time
He’s calling himself the "Ambassador of Happiness" again. It’s a vibe.
The Snoop Dogg new show segments within the Olympic broadcast, titled "Snoop's Greatest Hits," are going to look a lot different than the sunny streets of Paris. We’re talking puffy jackets, custom snow pants, and probably some diamond-encrusted goggles. He’s set to explore the Italian Dolomites and the streets of Milan, giving us his "wintry take" on sports like curling and skeleton. If you haven't seen Snoop try to explain the physics of a bobsled, you haven't lived.
It starts February 6, 2026. Put it on your calendar because NBC is betting the house on him to make the Winter Games feel "cool" to a younger demographic that usually skips the skiing events.
The Eli Roth Horror Twist
But wait. There’s a curveball. Snoop isn't just doing sports commentary.
Just a few days ago, on January 17, 2026, horror maestro Eli Roth confirmed that Snoop is moving from "Gin and Juice" to "ghosts and gore." The movie—which functions like a scripted Snoop Dogg new show in its own right—is titled Don't Go in That House, Bitch!
Roth says it’s a mix of classic 80s slashers and weird Japanese cult horror.
Snoop was originally just going to produce and do the music. Now? He’s the star. He’s also apparently been sending Roth full orchestral scores. Not rap beats. Actual scores. He’s scoring parts of another movie called Ice Cream Man too.
Basically, 2026 is the year Snoop decides he’s the next John Carpenter.
The Death Row Records Pivot
This isn't just Snoop being bored. It’s business.
He’s finally getting Death Row Films off the ground. For years, people thought the film arm of his legendary label was just a pipe dream or a place for straight-to-DVD releases. But with a biopic in the works (directed by Craig Brewer and starring Jonathan Daviss) and this new Eli Roth partnership, Snoop is building a legitimate production empire.
He’s also busy with:
- The Voice Season 28: He’s back in the big red chair.
- Dogg House Casino: A free-to-play online gaming platform he launched with Trivelta this month.
- NBA Analyst Role: He’s been popping up on NBA broadcasts lately, proving he can talk hoops just as well as he talks hockey.
What most people get wrong about Snoop’s 2026 era
A lot of critics think he’s "selling out" or overexposed. I disagree.
The thing about the Snoop Dogg new show phenomenon is that he’s the only person who can be at the Golden Globes one night (where he just presented the first-ever Best Podcast award to Amy Poehler) and at a curling rink in Italy the next. He has reached a level of "Uncle Snoop" status where he is immune to the usual rules of celebrity branding.
He isn't trying to be a serious journalist or a method actor. He’s just being Snoop. That’s the secret sauce.
If you’re looking to keep up with everything he’s doing, your best bet is to clear some space on your DVR for the February Olympic coverage on NBC and Peacock. That’s where the "show" is really going to happen.
📖 Related: Why Instant Crush by Daft Punk is the Greatest Collaboration of the Robot Era
Actionable Next Steps:
- Mark February 6, 2026 for the Winter Olympics Opening Ceremony if you want to see the debut of his new "wintry" segments.
- Check out the "Dogg House Casino" app if you’re into casual gaming with a West Coast soundtrack—it’s free and just launched.
- Keep an eye out for the Don't Go in That House, Bitch! trailer this summer; filming starts in June in Los Angeles.
- Watch Season 28 of The Voice if you prefer his more mentorship-focused side over the "Ambassador of Happiness" persona.