Snoop Dogg's Gin & Juice Brand to Sponsor Arizona Bowl Game

Hip-hop icon Snoop Dogg has taken on the role of title sponsor for the Arizona Bowl through his alcoholic beverage brand, Gin & Juice by Dre and Snoop. This partnership makes it the first college football bowl to be sponsored by an alcohol brand. The event, to be known as the "Snooper Bowl," coincides with the 30th anniversary of Snoop Dogg's debut album "Doggystyle." The Arizona Bowl, which traditionally features teams from the Mountain West Conference and the Mid-American Conference, is set to be held on December 28 and will be televised on a network with wide linear distribution.

The sponsorship marks a departure from the bowl's previous partnership with Barstool Sports, which had sponsored and streamed the game on its digital platforms for the past three years. The Arizona Bowl's executive director, Kym Adair, expressed enthusiasm for the innovative partnership with Gin and Juice, highlighting the event's willingness to embrace non-traditional approaches.

Additionally, the agreement includes a multi-year contract with Snoop Dogg, signaling a continued celebrity influence in the title sponsorship of the bowl game, following in the footsteps of former Arizona Wildcat Rob Gronkowski and Jimmy Kimmel. The partnership is expected to involve Snoop Dogg's presence in the broadcast booth, participation in pre-game activities, and potentially a music performance.