Snoop Dogg sponsors the Arizona Bowl with the Gin & Juice brand

TUCSON, Ariz. (AP) – Snoop Dogg is putting his name on the Arizona Bowl in the alcohol brand’s first partnership with a university bowl game, the rapper and media personality announced Monday.

The “Snoop Dogg Arizona Bowl presented by Gin & Juice By Dre and Snoop” is scheduled for December 28 at Arizona Stadium and can feature teams from the Mountain West Conference and Mid-American Conference.

Barstool, a digital media company, was already a bowl sponsor.

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Gin & Juice, named after Snoop’s 1994 hit, is the first product from Snoop Dogg and Dr.’s latest premium spirits company. Dre.

“College football fans are exhausted with constant NIL talk, conference realignment, coaching movement, the transfer portal and super conferences,” Snoop Dog said in a social media video. “So it is time to get back to the roots of what college football was all about – the universities, the players, the competition, the community, the fan experience and the spectacle. Being a fan, coach and supporter in any respect levels of the game, I even have sent many players through my (Snoop Youth Football League) to high schools and the NFL, so it was good for me to step in and help fix it.