Swansea City has seen a significant increase in ticket sales following Snoop Dogg's involvement with the club. The rapper's minority stake has brought a huge boost to the team's ability to sell itself. The club has opened up sections of the away end due to the spike in interest, and the game against Preston North End is set to see more Swansea fans in the ground than ever before. This is a short-term hit of buzz for a club that lost its way after relegation from the Premier League in 2018. Eyes are now on a return, with the involvement of Snoop part of a longer-term plan that Swansea chief executive Tom Gorringe says has 'no limits'. Brought on board by the club's US owners Brett Cravatt and Jason Cohen in July, Snoop's minority stake didn't mean a large injection of cash. But it did mean a huge boost to its ability to sell itself. The reality is that if they operated within their natural resources they couldn't compete financially, says Gorringe. PSR (profit and sustainability rules) is their biggest constraint. They are up against sides with parachute payments and they have one of the lowest turnovers. They have to think of new ways to generate income. They are an underdog and part of the attraction for him is the difference he can make with the pull he naturally has. That pull includes more than 100 million social media followers – more than Wrexham's ownership combined – that Swansea have already looked to make the most of. Beyond growing the brand and the wider fan base, which Gorringe admits 'takes time', there have already been tangible benefits. Income has seen tie-ins, including clothing collaborations with Snoop's own publishing label, the iconic Death Row Records that was once the home of Dr Dre and Tupac Shakur. By December, their retail business surpassed last year's revenue, says Gorringe, who has previously suggested that sponsorship deals for next year are set to be bigger and better than any previous agreement.