The Gin & Juice by Dre and Snoop brand of ready-to-drink cocktails is the first alcohol brand to be the presenting sponsor of a bowl game

Rapper Snoop Dogg is getting into the big business of college football with the sponsorship of the Arizona Bowl, which will be formally presented by Gin & Juice by Dre and Snoop – the first product launched under his brand with longtime musical and business partner Dr. Dre.

The agreement marks the first time that an alcohol brand has been the presenting sponsor of a college football bowl game and will showcase the Gin & Juice brand. The premium spirits company, named after Snoop Dogg’s 1994 hit song produced by Dr. Dre, currently offers ready-to-drink cocktails made with “premium light gin” in four flavors – apricot, citrus, melon and passionfruit.

“College football fans are exhausted by the constant talk around NIL, conference realignment, coach movement, transfer portal and super conferences,” Snoop Dogg said in a social media post announcing the sponsorship. “So it’s time that we get back to the roots of college football – when it was focused on the colleges, the players, the competition, the community, the fan experience and the pageantry.

“Being a fan, coach, supporter of all levels of the game I sent many players from my SYFL to colleges and the NFL, so it’s only fitting that I step up and help get this thing right,” he explained. “I’m ready to bring the Juice back to college football, and I’m taking my talents… that’s right, to Arizona. Believe me, Arizona, baby! I’m here to announce the new collaboration – the Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop.”

HOW MUCH DOES IT COST TO SPONSOR A COLLEGE FOOTBALL BOWL GAME?

Snoop Dogg Gin and Juice

Snoop Dogg’s Gin & Juice by Dre and Snoop brand will sponsor the Arizona Bowl starting this year. (Photo by Christopher Polk/Billboard via Getty Images / Getty Images)

“We’re thrilled about our groundbreaking partnership with Snoop and Gin & Juice by Dre and Snoop,” Arizona Bowl Executive Director Kym Adair said in a statement. “This year, 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.”

Aside from putting the spirits brand in the spotlight, the Snoop Dogg Arizona Bowl presented by Gin & Juice will also feature charity events and a youth football game called the SNOOPER Bowl that will feature teams from California and Arizona. The bowl game will also continue to donate 100% of its net proceeds to charity.