DIAMOND BAR, Calif. — Snoop Dogg’s new youth football league is a hot item in Southern California.

Two years ago, Snoop began coaching his son’s team in the Orange County Junior All-American Football Conference, luring children from other squads with his star power. Players watched game video inside a school bus equipped with DVD players, TV screens and a booming sound system.

The rapper and sometime actor also made personal phone calls to draw in top talent, and last year his Rowland Raiders went undefeated en route to a league championship. They also went on to win the “Snooperbowl,” held a day before the Super Bowl, and took home custom-made trophies donated by Tiffany & Co. for their effort.

Snoop, whose real name is Calvin Broadus, is taking things to the next level this year, creating his own Southern California league. He lowered fees for joining a team from $175 or more to $100, which covers the cost of cleats and pads. He also loosened residency requirements.

Children and some coaches have flocked to the eight-chapter Snoop Youth Football League, leaving supporters of old leagues dejected and wondering whether they were used.

“I’m mad at Coach Snoop,” said 10-year-old Xavier Bernal, a player for the Rowland Raiders.

“He was so cool; he told me to play my heart out and to play everything I’ve got. But now I just want to ask him, why did he take all our players?”

Nevertheless, a movie documenting the effort, and titled “Coach Snoop,” is reported to be in the works.

“It’s so easy for a kid to join a gang, to do drugs,” Snoop said. “We should make it that easy to be involved in football and academics.”