Snoop Dogg is entering the world of college football as his new canned cocktail, Gin & Juice, is the new title sponsor of the Arizona Bowl.
The game’s official title is Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop.
The product’s name is inspired by the hip-hop classic “Gin & Juice,” by Snoop Dogg and produced by Dr. Dre.
The pair’s place in hip-hop history is secure, and they have been branching out into many different industries over the years including film, electronics, education and more.
Now the duo is taking on college football and partnering with a bowl game that has tried to be a little edgier than traditional games, including last year’s partnership with Barstool Sports.
“We are a little different from all the other bowls. We’re not afraid to take risks and do things outside of the box,” said Kym Adair, the executive director of the Arizona Bowl. “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.”
By welcoming in Snoop and Dre, the Arizona Bowl has definitely evolved.
Gin & Juice by Snoop and Dre is a ready to drink, gin based canned product from the new premium spirit company created by Snoop and Dre. Like its creators, the beverage has also made history as it is the first alcohol brand to serve as a title sponsor of an NCAA bowl game.
The partnership, which has raised eyebrows, has its roots in football first and foremost.
“Snoop’s passion for supporting youth football, college football, and music completely aligned with things we were already doing and joining forces meant that we could elevate the entire bowl experience together.”
Snoop’s love of the game, and his Pittsburgh Steelers, is well-known. Not just a fan, Snoop has also demonstrated that love through his Los Angeles-based Snoop Youth Football League (SYFL), which has created opportunities for more than 60,000 inner-city children over its 18-year existence.
“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 said in a statement to Yahoo Sports. “With Gin & Juice By Dre and Snoop, we’re going to make the Arizona Bowl into a game day experience like never before.”
There’s also a direct tie-in between the game and his youth leagues three players from SYFL currently play for the University of Arizona, where the game is housed.
Snoop plans to make this not just a game, but an experience.
Snoop will provide game commentary, organize musical performances and include a “Snooper Bowl,” which will consist of youth teams from Arizona and California.
“Being a fan, coach, supporter of all levels of the game, I’ve sent players to through my SYFL to colleges and the NFL, so it’s only fitting that I step up and help get this thing right,” said Snoop. “I’m ready to bring the juice back to college football.”
Snoop and Dre are reaching new levels with this new partnership, and it will be interesting to see what partnerships and connections arise in the desert.
