Snoop Dogg (yes, really) is sponsoring the Arizona Bowl in coolest partnership we’ve ever seen

You read that correctly. The "Snoop Dogg Arizona Bowl presented by Gin & Juice By Dre and Snoop" is now a thing.

We’ve seen our fair share of wacky college football bowl sponsorships over the years, some worse than others — I’m looking at you, Bad Boy Mowers.

Rarely do these sponsors evoke anything more than a reminder of the corporate interests that control this sport, particularly when it comes to bowl season, but the Arizona Bowl unveiled its new sponsor on Monday, and it may be the coolest one we’ve ever seen.

Snoop Dogg himself will be sponsoring the game, which will now be known as the “Snoop Dogg Arizona Bowl presented by Gin & Juice By Dre and Snoop,” according to Action Network’s Brett McMurphy.

Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop is new name of Arizona Bowl, previously know as the Barstool Sports Arizona Bowl

— Brett McMurphy (@Brett_McMurphy) May 6, 2024

Gin & Juice is the premium alcoholic beverage line started by Dr. Dre and Snoop Dogg, named after the latter’s 1994 hit song.

The Arizona Bowl has existed since 2015 and currently pits opponents from the Mountain West and MAC against each other. It’s not typically a premier bowl game, but it wouldn’t be surprising to see some more eyes on the game this year.