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Snoop Dogg is venturing into the college football bowl arena with a historic sponsorship tied to his iconic 1993 song and recent beverage venture with Dr. Dre, “Gin & Juice.” The rapper recently unveiled the Snoop Dogg Arizona Bowl, presented by Gin & Juice By Dre and Snoop, announcing his intent “to bring the juice back to college football.”
The game, previously sponsored by Barstool Sports, will take place on Dec 28 in Tucson, Arizona, featuring matchups between teams from the Mountain West and Mid-American conferences.
NCAA First: Alcoholic Beverage Sponsorship
This partnership marks the first time an alcoholic beverage product has served as the presenting sponsor of an NCAA-sanctioned bowl game. In February, the new beverage company launched “Gin & Juice” as its first ready-to-drink product, paying homage to Snoop Dogg’s classic hit from the album “Doggystyle,” produced by Dr. Dre and released under Death Row Records.
“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,” Kym Adair, executive director of the Arizona Bowl, said in a statement.
PlayFly Premier Partnerships, a leading sports media and marketing firm collaborating with the Arizona Bowl since 2021, finalized the agreement between Snoop Dogg and the bowl game.
Snoop Dogg’s College Football Vision
“College football fans are exhausted by the constant talk around NIL, conference realignment, coach movement, transfer portal and super conferences, so it’s time that we get back to the roots of college football when it focused on the colleges, the players, the competition, the community, the fan experience, and the pageantry.” Snoop Dogg said in announcing the partnership on social media. … So it’s only fitting that I step up and get this thing right.”
Snoop Dogg has a longstanding connection to football, having launched the Snoop Youth Football League in 2005 and often attending USC practices and games. His son Cordell Broadus initially signed to play wide receiver at UCLA but ended up stepping away from the sport.
This report used information from ESPN.
