Snoop Dogg made a major college football announcement on Monday, and he had a very appropriate way of delivering the news.
In a signing day-style video, Snoop revealed that his and Dre’s Gin & Juice brand is the new sponsor of the Arizona Bowl, which is played annually at Arizona Stadium in Tucson. The rap legend spoke about how college football needs to get back to its “roots” before he put on a hat featuring the new Arizona Bowl logo.
“College football fans are exhausted by the constant talk around NIL, conference realignment, coach movement, transfer portal and super-conferences,” Snoop said. “So, it’s time we get back to the roots of college football and what it was focused on: the colleges, the players, the competition, the community, the fan experience and the pageantry…I’m ready to bring the juice back to college football. I’m taking my talents to Arizona.”
The Arizona Bowl will take place on Dec. 28 and feature teams from the Mountain West and Mid-American conferences. It is also now the first ever NCAA-sanctioned bowl game to be sponsored by an alcoholic beverage brand.
“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,” Arizona Bowl executive director Kym Adair said in a statement.
Snoop has always been a big college football fan and has been spotted at USC practices and games over the years. He briefly put his allegiance to the Trojans on hold when his son Cordell Broadus attended UCLA, but the former four-star receiver quit football in 2015 to pursue other things.
The Arizona Bowl was previously sponsored by Barstool Sports, so the game’s organizers are used to thinking outside the box when it comes to partnerships.