Snoop Dogg is not just one of the all-time iconic hip-hop artists. He’s also an avid fan of college football, and now he will have his name on the title of one of the games in the postseason.

On Monday, Snoop announced a collaboration with the Arizona Bowl to rename the game into The Snoop Dogg Arizona Bowl presented by Gin & Juice By Dre and Snoop. The premium spirits company was launched by Dr. Dre and Snoop Dogg in February of this year.

“College football fans are exhausted by the constant talk of NIL, conference realignment, coach movement, transfer portal and super conferences,” Snoop Dogg proclaimed in a promotional video. “So it’s time we get back to the roots of college football when it was focused on the players, the competition, the community, fan experience and the pageantry.

“Being a fan, coach, and supporter of all levels of the game… It’s only fitting that I step up and get this thing right. I’m ready to bring the juice to college football, and I’m taking my talents to Arizona. Believe me, Arizona baby.”

It is not the first time an individual has been involved in a naming rights deal for a bowl game. The LA Bowl was played in 2021 and 2022 as the Jimmy Kimmel LA Bowl. It has since been renamed to include former NFL tight end Rob Gronkowski as the Starco Brands LA Bowl Hosted by Gronk.

Barstool Sports was previously the title sponsor of the Arizona Bowl. Most recently, the game featured tie ins from the Mountain West Conference and the MAC.