Snoop Dogg, Arizona Bowl announce collaboration renaming bowl to Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop

Snoop Dogg is bringing his style and impact to the gridiron.

On Monday, Snoop Dogg and the Arizona Bowl announced a multi-year sponsorship which will title the game scheduled for Dec. 28 the “Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop.” It is the first alcohol partner as the presenting sponsor in an NCAA bowl game.

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Snoop Dogg said in a social media video that he’s “ready to bring the juice back to college football.”

“College football fans are exhausted by the constant talk around NIL, conference realignment, coach movement, transfer portal and super conferences, so it’s time that we get back to the roots of college football when it was focused on the colleges, the players, the competition, the community, the fan experience and the pageantry,” Snoop Dogg said.

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Launched in February, Gin & Juice By Dre and Snoop is an all-natural, lightly carbonated cocktail and “the first ready to drink product from Dr. Dre and Snoop Dogg’s new premium spirits company,” according to a release. It’s inspired by Snoop Dogg’s hit “Gin & Juice” from his debut album Doggystyle which released in 1994.

According to a release, charity events and a SNOOPER Bowl will also be held around Tucson.

Snoop Dogg is involved in a wide range of areas, from music to sports to philanthropy and more.

Snoop Dogg leads the Snoop Youth Football League, a 501(c)(3) nonprofit organization providing inner-city children between 5 and 13 opportunities to participate in football and cheerleading while also “teaching them the values of teamwork, good sportsmanship, discipline, and self-respect, while also stressing the importance of academics,” according to the organization’s website.

More than 40 alumni of the SYFL have gone on to the NFL.

“Being a fan, coach, supporter of all levels of the game, I’ve sent many players through my SYFL to colleges and the NFL, so it’s only fitting that I step up and help get this thing right,” Snoop Dogg said.

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The Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop will pit one team from the Mountain West Conference and another from the Mid-American Conference. Last season, Wyoming scored 10 points in the fourth quarter while shutting out Toledo to win the bowl 16-15.

“We’re thrilled about our groundbreaking partnership with Snoop and Gin & Juice By Dre and Snoop,” Executive Director of the Arizona Bowl Kym Adair stated in a release. “This year, the Arizona Bowl is bringing sports, libations, and entertainment into a singular bowl game, and we are changing the definition of what a brand partnership is in the NCAA.”

Playfly Sports, a sports media, marketing and technology business that provides sponsorship sales representation and sponsorship consulting, secured and finalized the agreement between Snoop Dogg and Gin & Juice By Dre and Snoop, according to a release.

“From the outset, we leveraged fan data to understand the valuable intersection between college sports and entertainment, redefining how the two can intersect,” Playfly Founder and CEO Mike Schreiber stated in a release. “This partnership is a testament to our innovation and commitment to providing an unforgettable fan experience.”