Snoop Dogg’s Gin & Juice Brand To Sponsor Arizona Bowl

snoop dogg
LAS VEGAS, NEVADA – FEBRUARY 11: Snoop Dogg performs onstage during Flipper’s Roller Boogie Palace big game after party celebrating the release of “Coming Home” by Usher and “Gin & Juice” by Dre and Snoop at Encore Beach Club at Wynn Las Vegas on February 11, 2024 in Las Vegas, Nevada. (Photo by Phillip Faraone/Getty Images for Flipper’s Roller Boogie Palace )

In February 2022, Snoop Dogg, adorned in a striking purple jumpsuit and adorned with a hefty gold chain, captivated audiences worldwide with a vibrant halftime performance at the Super Bowl. Fast forward two years, and he’s making headlines again, this time as the new title sponsor of the Arizona Bowl. The 52-year-old iconic hip-hop artist, boasting 17 Grammy Awards, brings his beverage line, Gin & Juice, created with Dr. Dre, as the presenting sponsor, marking a pioneering moment in college football bowl history.

The official name of the game reflects this unique collaboration: the Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop. Formerly associated with Barstool, the Arizona Bowl continues its tradition of breaking boundaries by becoming the first bowl to partner with an alcohol brand. Gin & Juice, a canned cocktail based on gin, is the inaugural product from Dr. Dre and Snoop’s new premium spirits venture. It pays homage to Snoop’s acclaimed debut album “Doggystyle” (produced by Dre) and his Grammy-nominated hit “Gin & Juice” from 1994.

Kym Adair, the executive director of the Arizona Bowl, emphasizes their willingness to innovate and take risks. This bold move to partner with an alcohol brand signifies a departure from convention but aligns with the evolving landscape of sports marketing. The game, scheduled for December 28th at 2:30 p.m. MT, aims to reach a broad audience through a televised broadcast, negotiations for which are underway.

Playfly Sports, one of the game’s consulting partners, facilitated the collaboration between the bowl and Snoop Dogg. As an ardent football enthusiast, Snoop’s involvement extends beyond sponsorship; he plans to enhance the game day experience with his unique flair. Activities leading up to the game will include a “Snooper Bowl,” featuring top youth teams from California and Arizona, alongside in-game broadcasts and musical performances.

The partnership represents a significant evolution in the landscape of bowl games, offering a template for innovative collaborations. Michael Schreiber, CEO of Playfly Sports, emphasizes the potential for creative integration of brands within sporting events. This move also underscores the broader transformation within the college football ecosystem, as bowls adapt to remain relevant amidst changes in player compensation and fan engagement.

In the face of challenges such as player opt-outs and evolving NCAA regulations, the Arizona Bowl stands as a beacon of tradition and community celebration. Adair stresses their commitment to preserving the essence of bowl games as joyful celebrations of football and camaraderie. As the countdown begins for the inaugural Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop, it heralds a new era of innovation and excitement in college football.