Rap entertainer Snoop Dogg.
When the college football postseason returns to Tucson for the Arizona Bowl next week, it will welcome a new title sponsor, rap entertainment legend Snoop Dogg.
Arizona Bowl spokesman Eric Rhodes said the game’s organizers contacted Snoop through an agency that specializes in finding sponsors for big events.
“And they asked us if we wanted a celebrity title sponsor, and we said, 'who?' And they said ‘Snoop Dogg’ and I think we said yes before they finished the ‘Dogg.’”
Snoop Dogg added to his resume as a rap artist, record producer and actor by gaining a new following at the age of 53. He appeared frequently during television coverage of the Paris Olympic games earlier this year.
“This has been the year of Snoop," said Rhodes. "The Olympics, (NBC reality program) 'The Voice,' it’s crazy that his first single came out in 1989 and here it is 2024 and he’s king of the world again.”
Rhodes said Snoop Dogg offered his name to the Arizona Bowl for free, and the entertainer promises to show up at parties and other events associated with the game next weekend. The game itself pits Ohio’s Miami University against Colorado State at Arizona Stadium.
The Arizona Bowl is the only college football postseason event that donates 100% of its net proceeds to charity. And with Snoop Dogg's Gin & Juice crafted cocktail brand prominently displayed, it is the only game boasting co-sponsorship by an alcoholic beverage.
"We had to jump through some hoops, make lots of calls, talk to university presidents, and everyone loved the idea," explained Rhodes. "The hardest part was keeping it a secret for months, knowing what we had in our back pocket coming to Tucson."
The Arizona Bowl is one of more than 30 postseason games not connected with the newly-expanded College Football Playoff. Rhodes notes the Tucson event has survived for ten years by exploring novel marketing ideas that competing bowls and college football teams haven't matched.
"The opportunity for Snoop Dogg to hand your coach a trophy can only help in the recruiting world," he said. "It helps us stand out a little bit."
The Arizona Bowl's sponsorship deal with Snoop Dogg is set to continue through 2026.
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