NBCUniversal’s 2024 Paris Olympics coverage will feature an odd new sidekick for Mike Tirico.

Snoop Dogg will report for NBC’s primetime Olympics show, premiering July 26, on the broadcast network and the Peacock streaming hub. Snoop Dogg will explore locations and debate contestants at the athletic spectacle to give his unique perspective.

“I grew up watching the Olympics and am excited to see the amazing athletes perform in Paris. Snoop Dogg remarked, “It’s a celebration of skill, dedication, and greatness.” We’ll have great tournaments, and I’ll bring my Snoop style. This will be the greatest Olympics ever, so remain connected and locked.”

The musician behind “Gin and Juice” and “Drop It Like It’s Hоt” may not seem like a good fit for primetime sports programming, but NBC is trying new things. The Comcast-backed entertainment behemoth has pledged to broadcast all Olympics contests live on Peacock, putting pressure on it to differentiate its nighttime content. Previously, the network could show viewers what happened on the ground, even hours later. A new spectacle is needed for sports enthusiasts who may have seen their Olympics favorites live. The corporation will add athlete bios and more to primetime broadcasts.

Snoop Dogg and Kevin Hart provided Olympics commentary on Peacock during the 2021 Tokyo Olympics. They’re not the first non-athlete to support NBC. In 2016, NBC selected former “Saturday Night Live” cast member Leslie Jones to appear on portions of their Rio Olympics coverage after her social media comments went viral.

Snoop Dogg’s Olympic commentary has garnered “tens of milliоns of views,” according to NBC Olympics Production executive producer and president Molly Solomon. The act alone got Snoop a position as our Paris Special Correspondent. Every day is unpredictable, but we know he will provide his distinct viewpoint to our reimagined Olympic primetime show.”

On Sunday, NBC presented a promotional video during “Sunday Night Football” featuring Snoop Dogg laughing with Team USA athletes Suni Lee, A’ja Wilson, Jagger Eaton, and Kelly Cheng and Sara Hughes about their Olympic goals.

Why NBC should stray from Olympics traditions.  Comcast offered $7.75 billiоn for U.S. Olympic broadcast rights from 2021 to 2032. It has said it is close to surpassing the $1.25 billiоn in national advertising it sold for the Tokyo Olympics. National advertising for NBCU’s 2021 Tokyo Olympics coverage is estimated at $1.25 billiоn.

After months of promoting the Paris Olympics, NBC executives believe NBCU will have less time zones to deal about than in recent Asian cities.