The Arizona Bowl announced a multi-year partnership on Monday morning with 17-time Grammy Award winning artist Snoop Dogg that makes his alcohol brand, Gin & Juice by Dre and Snoop, the game’s presenting sponsor.
“I’ve sent many players through my (youth football league) to colleges, so it’s only fitting that I bring the ‘juice’ back to college football,” Snoop Dogg said in a press release. “Dr. Dre and I are excited to bring our brand to the next level with this partnership, and we’re going to make the Arizona Bowl into a game day experience like never before.”
Gin & Juice is the first product from Dr. Dre and Snoop Dogg’s new premium spirits company, which launched in February. It is named for Snoop Dogg’s Grammy-nominated 1994 song of the same name on his debut album, “Doggystyle,” which was produced by Dr. Dre.
This marks the fourth different sponsor in the history of the Arizona Bowl, which pits members of the Mid-American Conference and Mountain West, joining Nova Home Loans (1015-19), Offerpad (2020) and Barstool Sports (2021-23).
It’s also the first bowl game to partner with an alcohol brand and the second to feature a celebrity’s name, joining the Jimmy Kimmel LA Bowl presented by Stifel (2021-22).
“We’re thrilled about our groundbreaking partnership with Snoop and Gin & Juice by Dre and Snoop,” Arizona Bowl executive director Kym Adair said. “This year, the Arizona Bowl is brining sports, libations and entertainment into a singular bowl game, and we are changing the definition of what brand partnership is in the NCAA.”
The Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop will take place at Arizona Stadium in Tucson, home of the Arizona Wildcats. Kickoff is set for 4:30 p.m. ET on Dec. 28 on a to-be-determined network.
The game will be accompanied by the “Snooper Bowl,” which will bring the top youth football teams from Arizona and California to compete against one another, as well as a halftime or postgame concert from Snoop Dogg.