Hip-hop star Snoop Dogg has come under fire from American football-loving fathers after he left his position as coach of children's team the Rowland Raiders to set up a rival junior league.

The SIGNS rapper became a "daddy coach" at the Rowland Raiders two years ago (03), and led them to glory with his eldest son as quarterback.

But he recently quit the team set up his own Snoop Youth Football League, and jilted fathers claim he is drawing young players and cheerleaders away from California's Orange County Junior All-American Football Conference with gift giveaways and a flashy league bus.

Upset parent SANDY GONZALES says, "I think what (Snoop) did was just so shallow. He came here just so that he could take away what we'd taken many years to establish."

However, Snoop insists his actions have only one aim - to give local children the incentive to be constructive with their lives.

He says, "It's so easy for a kid to join a gang, to do drugs. We should make it that easy to be involved in football and academics."