The firm, which is also co-owned by McGinest’s agent, Gary Uberstine, is said to focus on aiding college football stars in breaking into the world of entertainment.

The firm’s first project is rumored to be casting athletes in “Coach Snoop,” an upcoming film that will be produced by Snoop and will be loosely based on his experience as a football coach for his son’s little league team.

Snoop and McGinest’s friendship began back at Long Beach Polytechnic High School, where the two were classmates.

The joint venture is the latest of Snoop’s forays outside of the world of music. He was also recently named as executive producer of XM Satellite Radio’s Hip-Hop channel The Rhyme. In his new role, the rapper will be responsible for providing creative direction for the channel and assisting in the development of new programming. He also currently hosts “Welcome to Da Chuuch,” which debuted on the satellite network over a year ago.