The Arizona Bowl, which brings together teams from the Mountain West Conference and Mid-American Conference each year, announced a multi-year sponsorship deal, titling the event the “Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop,” to air at 2:30pm MST on Dec. 28. 

“We’re thrilled about our groundbreaking partnership with Snoop and Gin & Juice By Dre and Snoop,” said Kym Adair, executive director of the Arizona Bowl, in a statement. “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.”

The agreement marks the first alcohol partner as the presenting sponsor in an NCAA Bowl Game. Gin & Juice By Dre and Snoop is the first ready-to-drink product from Snoop Dogg and Dr. Dre's new premium spirits company and is named for Snoop’s iconic 1994 song from his debut album, “Doggystyle,” produced by Dr. Dre.

“I’ve sent many players through my SYFL to colleges (and the NFL) so it’s only fitting that I bring the ‘juice’ back to college football,” Snoop Dogg said in a statement. “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.”

Snoop Dogg will promote the new line of premium Gin & Juice By Dre and Snoop flavors at the event, the company says. In addition to the game, several events will take place in Tucson ahead of kickoff time, including charity events and a SNOOPER Bowl, bringing the top California and Arizona youth football teams to battle it out. As a philanthropist, Snoop Dogg launched the Snoop Youth Football League (SYFL) 17 years ago that has since seen more than 40 kids make it to the NFL. As part of the SYFL, Snoop Special Stars ensures that kids with any physical, mental or developmental disabilities also participate, it notes.

“We are honored to be working with one of our owners, Snoop Dogg, on this incredible event,” said Patrick Halbert, CEO of Gin & Juice By Dre and Snoop, in a statement. 

Andrew Gill, chief strategy officer for Gin & Juice By Dre and Snoop, added, “This partnership was a natural fit for us, and we are excited to be the first alcohol presenting sponsor in a Bowl Game.”

In March 2021, the Arizona Bowl formed its partnership with Playfly Premier Partnerships, a division of Playfly Sports, the rapidly growing sports media and marketing agency with expertise in full-service sponsorship sales representation and sponsorship consulting. The “Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop” is the second collaboration between Playfly and the Arizona Bowl.

The “Snoop Dogg Arizona Bowl presented by Gin & Juice By Dre and Snoop” will further the success of one of college football's most unique games, which donates 100% of net proceeds to charity and offers one of the largest “Hero” recognition programs in the nation, it says.