Long Beach’s own Snoop Dogg, once known for sipping gin and juice while contemplating life’s financial intricacies, has taken a new direction in his entrepreneurial endeavors. Now, alongside his venture into gin and juice products, he’s delving into the realm of college football.

Introducing the “Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop,” slated to take place on December 28th in Tucson, Arizona. In a video shared on his social media channels, Snoop Dogg expressed a desire to bring college football back to its roots, emphasizing the essence of the game – the colleges, players, competition, community, fan experience, and pageantry.

This bowl game, held at Arizona Stadium, home of the Arizona Wildcats, has been a fixture since 2015, formerly affiliated with the Mountain West and Mid-American conferences since 2020. Now, under the sponsorship of Gin & Juice By Dre and Snoop, a ready-to-drink, gin-based canned product from the premium spirits company co-launched by Snoop Dogg and Dr. Dre, the bowl game takes on a new persona.

Inspired by the iconic “Gin & Juice” single released by Snoop Dogg in 1994 and produced by Dr. Dre, this sponsorship marks a historic first – the first alcоhоl brand to serve as a title sponsor for an NCAA bowl game.

The partnership between Snoop Dogg and his company and the Arizona Bowl speaks to shared values. Kym Adair, executive director of the Arizona Bowl, highlighted their mutual commitment to youth and college football, as well as music. Additionally, three players from Snoop’s Youth Football League (SYFL) currently play at the University of Arizona, deepening the connection between the event and the community it serves.

This collaboration comes on the heels of a successful three-year partnership with Barstool Sports as the event’s title sponsor, signaling a transition into a new era for the bowl game.

As Snoop Dogg and his company step into the spotlight as sponsors of the Arizona Bowl, they bring with them a commitment to celebrating the spirit of college football and enhancing the experience for players, universities, communities, and fans alike.