Arizona Bowl to be sponsored by Snoop Dogg in historic agreement
The Arizona Bowl has a new sponsor. First reported by Ross Dellenger, Snoop Dogg is the new sponsor for the bowl game.
The full name for the game is going to be the Snoop Dogg Arizona Bowl presented by Gin & Juice, making this a bowl game that is sponsored by an alcohol brand. That’s unique among college bowl games, with the Arizona Bowl becoming the first to be sponsored by an alcoholic brand.
In a video on social media, Snoop Dogg explained his decision to sponsor the Arizona Bowl.
“College football fans are exhausted by the constant talk around NIL, conference realignment, coach movement, Transfer Portal, and super conferences,” Snoop Dogg said. “So, it’s time that we get back to the roots of college football when it was focused on the colleges, the players, the competition, the community, the fan experience, and the pageantry.”
“Being a fan, coach, supporter of all levels of the game, I sent many players through my SYFL to colleges and the NFL. So, it’s only fitting that I step up and help get this thing right. I’m willing to bring the juice back to college football, and I’m taking my talents to Arizona. Believe me, Arizona baby.”
Kym Adair, the executive director of the Arizona Bowl, explained the decision.
“We are a little different from all the other bowls. We’re not afraid to take risks and do things outside of the box,” Adair said. “An alcohol brand has always been off the table for us until recently. Everybody in the stadium is drinking a beer or cocktail. It’s time for the industry to evolve.”
The Arizona Bowl has been played since 2015 and the game’s most recent title sponsor is Barstool Sports. While associated with Barstool, the game was streamed on Barstool’s website instead of being shown on a traditional network. In 2023, it was available on the CW. However, Dellenger is reporting that in 2024 the game is expected to be played on a traditional network with a more linear distribution.
“We are the way bowl games used to be,” Adair said. “It’s allowed us to be entrepreneurial and risk taking. We’re able to bring back what I think bowls were originally for, which is a celebration of football and the community. In this landscape, that celebration has been lost and dismissed by people out of touch. For those who think that we don’t matter because there’s the playoff situation, they don’t get it.”
Snoop Dogg himself has a long connection with football. His son played at UCLA and Snoop himself is a known fan of USC. He even runs the Snoop Youth Football League in Los Angeles to offer opportunities for local inner-city children to play the sport.
Playfly Sports, a consulting partner for the Arizona Bowl, helped arrange the sponsorship deal with Snoop Dogg.
“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 told Yahoo Sports. “With Gin & Juice By Dre and Snoop, we’re going to make the Arizona Bowl into a gameday experience like never before.”
Gin & Juice, a gin-based canned cocktail released earlier this year by Dr. Dre and Snoop Dogg, celebrating the 30th anniversary of Snoop’s classic debut album, “Doggystyle.”
As of now, Snoop Dogg is expected to be much more than just the sponsor of the Arizona Bowl. He’s also expected to be a part of the game’s broadcast and there will be a musical component to the game. On top of that, there are plans for a “Snooper Bowl” that will bring together the top California and Arizona youth teams to play as well.
Michael Schreiber, the founder and CEO of Playfly Sports spoke about how important bringing an alcohol brand to the bowl games is going to be.
“The other part is the activation with an alcohol brand. Alcohol is sold and is allowable at bowl games. There are interesting integrations you can do,” Schreiber said. “Look at the Pop-Tarts Bowl. That’s amazing work done with the activation of a brand. This is going to be the same in that respect. I think that even the announcement creates an interesting and exciting buzz.”
Even with changes coming to the bowl system, there is still plenty of excitement around these games and fans do love to watch them. Last season, more than 1.1 million viewers watched the Arizona Bowl on The CW, showing that there is still a major appetite for bowl games. That comes as bowl games are feeling threatened by changes to the College Football Playoff system, opt-outs, and NIL.