Alcohol Aboard: Snoop Dogg’s Gin & Juice CFB Arizona Bowl New Lead Sponsor

By Barry Janoff

May 6, 2024: NIL deals have changed the landscape of college sports.

Snoop Dogg is seeking to change that landscape again.

Calling it a “groundbreaking agreement,” organizers of college football’s Arizona Bowl have signed a multi-year deal to retitle the game the "Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop.”

Organizers said this would be the first time an alcohol partner is the presenting sponsor for an NCAA Bowl Game.

"We are a little different from all the other bowls. We're not afraid to take risks and do things outside of the box," Kym Adair, executive director for the Arizona Bowl, said via Yahoo Sports.

"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."

Gin & Juice By Dre and Snoop is the first ready-to-drink product from Snoop Dogg and Dr. Dre's new premium spirits company. It is named for Snoop Dogg's classic song, "Gin And Juice," from his 1994 debut album, Doggystyle, produced by Dr. Dre.

The Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop — which features teams from the Mountain West Conference and Mid-American Conference — is scheduled for Dec. 28, 2024  in Tucson’s Arizona Stadium.

Previous games aired on CBS. This year’s broadcast partner is TBD.

"I've sent many players through my SYFL (Snoop Youth Football League) to colleges (and the NFL) so it's only fitting that I bring the 'juice' back to college football," Snoop Dogg (Calvin Cordozar Broadus Jr.) said via the Arizona Bowl.

"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."

The Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop is classified as a 501(c)(3), meaning 100% of net proceeds are donated to charity.

Organizers said they also offer one of the largest "Hero" recognition programs in the nation.

As part of the SYFL, Snoop Special Stars "ensures that kids with any physical, mental or developmental disabilities also participate."

Snoop Dogg plans to promote the new line of premium Gin & Juice By Dre and Snoop flavors at the game.

Several activations will be held in Tucson ahead of kickoff, including charity events and a Snooper Bowl, bringing the top California and Arizona youth football teams together.

A Pep Rally is being planned for Dec. 27, with an Official Tailgate event being staged before kickoff.

Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop merchandise is already available.

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

The game, which dates back to 2015, was previously known as the NOVA Home Loans Arizona Bowl (2015-19), the Offerpad Arizona Bowl (2020) and the Barstool Sports Arizona Bowl (2021-23). The game was not played in 2021 due to COVID-19.

"We're thrilled about our groundbreaking partnership with Snoop and Gin & Juice By Dre and Snoop," Adair said via the Arizona Bowl.

"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 Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop is a collaboration between Playfly Premier Partnerships, a division of Playfly Sports, and the Arizona Bowl.

Gin & Juice By Dre and Snoop is distributed via Southern Glazer’s Wine and Spirits.

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