Snoop Dogg Grand Final performance draws praise and questions as doppelgänger stunt rises in Melbourne

Australian fans widely praised Snoop Dogg’s nine-song Grand Final set on Saturday, calling it among the rapper’s strongest performances in Australia and a high point of the sport’s season. The show, staged ahead of the AFL grand final, blended crowd-pleasing classics with unexpected twists and drew swift applause on social media, where many labeled the performance the “best ever” and credited Snoop with delivering a headline act worthy of the event’s global profile.

On Sunday, Melbourne-bound travelers were surprised to see a man who bore an unmistakable resemblance to Snoop Dogg in an airport queue. The lookalike, later identified as Eric Finch, 57, was flown to Australia by the marketing agency Bolster as part of a guerrilla campaign for 19 Crimes wine ahead of the Melbourne show. Finch told 10 News that he never claimed to be Snoop and that his appearance was part of a promotional stunt meant to spark conversation about the brand and the event.

“I don’t know what happened,” Finch told 10 News when asked about the uncanny likeness. “I look like him, or rather he looks like me.” He said he enjoyed his time in Australia and Melbourne and emphasized that he generally tells the truth about his identity: “Well no, I’m not Snoop, but we do look a little bit alike. My name is Eric Finch.”

The stunt, coordinated by Bolster, was designed to generate intrigue ahead of Snoop’s performance and to amplify the wine brand’s reach in a high-profile sports market. Finch’s travel and appearance were part of a broader push to leverage the Grand Final’s global attention, though the campaign also drew questions about transparency and the ethics of using a lookalike in marketing.

The AFL’s decision to hire Snoop Dogg for the Grand Final has drawn scrutiny in recent weeks. Critics argued the league might face a backlash given past comments about same-sex couples and concerns raised by a separate incident in which Adelaide forward Izak Rankine received a four-match ban for a homophobic slur during a August match against Collingwood. Supporters of the Grand Final act argued that high-profile performances help showcase Australian sport to international audiences, while detractors urged careful consideration of the cultural standards expected at Australia’s marquee sporting event.

AFL chief executive Andrew Dillon defended the decision to engage Snoop Dogg, noting that while the league cannot vouch for every lyric in every song, it also has a broader responsibility to the event’s audience. “We cannot vouch for every lyric in every song ever written or performed by any artist who has or will appear on our stage, Australian or international,” Dillon said. “We have engaged Snoop Dogg in 2025 as the person he is today. He has spoken publicly about his past, he is a grandfather, philanthropist, and today he is a global entertainer who has performed at both the Super Bowl and the Olympic closing ceremony to audiences of more than 100 million people. In this environment, his Grand Final performance will be fitting for the best sporting event in the country.”

As the dust settled from the spectacle, observers noted that the event’s marketing strategy—whether seen as savvy branding or a distraction from broader issues in sport—will continue to be a talking point. The intersection of entertainment, sponsorship, and sports governance remains a delicate balance for the AFL, which must navigate fan expectations, brand partnerships, and the league’s stated commitment to inclusivity and respect for all fans.