PHOENIX (AZFamily) — The Arizona Bowl has a new sponsor this year, and it’s the first-ever alcohol partner as the presenting sponsor in a NCAA Bowl game.

A multi-year partnership announced Monday with Snoop Dogg officially titles the game as the “Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop.”

Snoop Dogg is expected to promote the “Gin & Juice” can-based cocktail line at the game. Additionally, several events will be held in the Tucson area, including charity events and the “SNOOPER Bowl,” which brings together California and Arizona Youth football teams to compete.

“I’ve sent many players through my SYFL to colleges (and the NFL) so it’s only fitting that I bring the ‘juice’ back to college football,” said Snoop Dogg in a news release. “Dr. Dre and I are excited to bring our brand to the next level with this partnership, and we’re going to make the Arizona Bowl into a game day experience like never before.”

“We’re thrilled about our groundbreaking partnership with Snoop and Gin & Juice By Dre and Snoop,” said Kym Adair, Executive Director of the Arizona Bowl. “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.”

Barstool Sports had been the game’s sponsor since 2021.

100% of the net proceeds of the “Snoop Dogg Arizona Bowl presented by Gin & Juice By Dre and Snoop” will be donated to charity.