With the Gin & Juice brand, Snoop Dogg will sponsor the Arizona Bowl

The 2024 Arizona Bowl will be called the Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop.

On Monday, Snoop announced the Snoop Dogg Arizona Bowl presented by Gin & Juice By Dre and Snoop"to bring the juice back to college football." In Tucson, Arizona, on Dec. 28, Mountain West and Mid-American teams will play. Barstool Sports previously sponsored the game.

"I've sent many players through my 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 said in a statement. "With Gin & Juice By Dre and Snoop, we're going to make the Arizona Bowl into a game day experience like never before."

The relationship is the first with an alcohol product as a bowl game sponsor. From Dr. Dre and Death Row Records' "Doggystyle," Snoop Dogg's smash "Gin & Juice" was the new beverage company's first ready-to-drink product in February.

"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.

Since 2005, Snoop Dogg has attended USC practices and games and founded the Snoop Youth Football League. Broadus' son Cordell signed to play wide receiver at UCLA but quit.

An "SNOOPER Bowl" will include "the top California and Arizona youth football teams to battle it out." A 2:30 p.m. MT Arizona Bowl will be held Dec. 28.