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Snoop Dogg Partners with Arizona Bowl in Groundbreaking Sponsorship
Snoop Dogg has expanded his business empire into the realm of college football bowls with an unprecedented sponsorship deal that pays homage to his iconic 1993 track and recent beverage venture with Dr. Dre, “Gin & Juice.” This groundbreaking move was unveiled by the rapper himself on Monday as he introduced the Snoop Dogg Arizona Bowl, presented by Gin & Juice By Dre and Snoop, expressing his goal to inject new energy into college football.
The Arizona Bowl, which was previously backed by Barstool Sports, is set to take place on December 28 in Tucson, Arizona, and will feature teams from the Mountain West and Mid-American conferences. Notably, this collaboration marks the first instance of an alcoholic product serving as the presenting sponsor of an NCAA-sanctioned bowl game. In February of this year, the newly established beverage company rolled out Gin & Juice as its inaugural ready-to-drink offering, paying tribute to Snoop Dogg’s smash hit from his acclaimed album “Doggystyle,” co-produced by Dr. Dre and released under Death Row Records.
Kym Adair, the executive director of the Arizona Bowl, underscored the novelty of this partnership, emphasizing the convergence of sports, spirits, and entertainment in a single bowl game setting. Describing the collaboration as a game-changer in the realm of brand partnerships within the NCAA, Adair highlighted the innovative approach adopted by the organizers.
The contractual agreement between Snoop Dogg and the bowl game was brokered by PlayFly Premier Partnerships, a stalwart in the sports media and marketing domain that has been associated with the Arizona Bowl since 2021. Snoop Dogg, in an online statement, expressed his sentiment about bringing a fresh perspective to college football amidst the clutter of discussions around Name, Image, and Likeness (NIL), conference realignments, coaching changes, the transfer portal, and burgeoning super conferences.
In his social media announcement, Snoop Dogg articulated his vision of steering the conversation back to the core essence of college football – one characterized by the camaraderie between colleges, players, competition, communities, fan experiences, and the grandeur of the sport. Leveraging his extensive involvement in football, which encompasses founding the Snoop Youth Football League in 2005 and maintaining a keen interest in USC’s football program by attending practices and games, Snoop Dogg stands poised to leave an indelible mark on the collegiate sports landscape.
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