Snoop Dogg announced the deal across his social media, which totals about 180 million followers.

“I’m ready to bring the juice back to college football,” he said in a video. “I’m taking my talents to, that’s right, Arizona. Believe me, Arizona, baby. I’ll be there, will you be there? Guess what? I’ll see you there.”

Snoop Dogg is a big supporter of football at all levels. His Snoop Youth Football League (SYFL) has sent 40 kids to the NFL in 17 years. Bowl representatives said his support will elevate the Arizona Bowl and Southern Arizona to new heights.

“We have one of the world’s greatest pop culture icons right here associated with Tucson, Arizona,” Arizona Bowl Chairman Ali Farhang said. “I don’t know how to put into words how immense that is for our community.”

The bowl reached out to Snoop Dogg’s team about a sponsorship late last year. After hosting them at the 2023 Arizona Bowl, Farhang said Snoop Dogg and his team were all in.

Representatives from the bowl, Gin & Juice and Snoop Dogg and Dr. Dre’s record label signed a vinyl record at Arizona Stadium Monday to commemorate the deal.

“We have a reputation at the Arizona Bowl for thinking out of the box, taking risks, being entrepreneurial, not doing what everyone else is doing,” Arizona Bowl Executive Director Kym Adair said.

That’s exactly what they did. The bowl game is the first NCAA sanctioned event with an alcohol brand as a presenting sponsor.

“You could drink a beer, drink in a seltzer in the stadium while you’re watching the game,” Adair said. “You could watch the commercials on tv about all the different beers, seltzers and alcohol. You couldn’t actually present an alcoholic beverage within the presentation of the game. That’s brand new, something that has never been done before. We’re really excited to be the ones to bring it and open up that avenue for everybody.”

The Arizona Bowl is already a big economic driver for the community with fans from Mountain West and MAC schools coming to the Old Pueblo. Adair said it will draw even more people this year.

“It’s going to bring so many more visitors here who aren’t just fans of the teams who are playing, but fans of Snoop and Dre and all the other music acts we may have during the game and Bowl week,” she said.

“Something like this gets people to start thinking big about what we can achieve as a community if you don’t confine yourself to status quo,” Farhang said. “I’m hoping the ripple effect is vast and broad and we were the spark that started it.”

The bowl signed a three year deal with Snoop Dogg and his drink. There is an option to extend.

Snoop Dogg wasn’t at Monday’s announcement, but he will serve as a color commentator during the Arizona Bowl game.

Kickoff is December 28 at 2:30pm Arizona time from Arizona Stadium.