LOS ANGELES, CALIFORNIA - FEBRUARY 22: Snoop Dogg performs at Rhythm & Roast Event Presented By Cordell Broadus And Sharestix at The Novo on February 22, 2024 in Los Angeles, California. (Photo by Cassidy Sparrow/Getty Images for or CORDELL BROADUS & SHARESTIX )

Cassidy Sparrow/Getty Images for or CORDELL BROADUS & SHARESTIX

The Arizona Bowl will have a new name for the 2024 season—the Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop.

According to Ross Dellenger of Yahoo Sports, famed rapper Snoop Dogg and his Gin & Juice can-based cocktail line will be the presenting sponsor of the Arizona Bowl next season. The bowl was previously sponsored by Barstool.

“I’ve sent many players through my Snoop Youth Football League 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. “With Gin & Juice By Dre and Snoop, we’re going to make the Arizona Bowl into a game day experience like never before.”

The Arizona Bowl will now be the first-ever bowl to partner with an alcohol brand.

“We are a little different from all the other bowls. We’re not afraid to take risks and do things outside of the box,” the the Arizona Bowl’s executive director, Kym Adair, added.

“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.”

The game will take place at 12:30 p.m. ET on Dec. 28, and Snoop Dogg is expected to take part in the broadcast in some manner and do a music performance for the game at some point.

As the College Football Playoff expands to 12 teams in 2024 and potentially to 16 teams at some point, traditional bowl games have waned in relevancy.

In turn, a number of NFL prospects regularly skip the less prominent bowls, hoping to avoid the sort of injury that could damage their draft stock.

Those factors have left it up to bowls like the Arizona Bowl to innovate and produce creative experiences for players and fans.

“We are the way bowl games used to be,” Adair said. “It’s allowed us to be entrepreneurial and risk taking. We’re able to bring back what I think bowls were originally for, which is a celebration of football and the community.

In this landscape, that celebration has been lost and dismissed by people out of touch. For those who think that we don’t matter because there’s the playoff situation, they don’t get it.”