Snoop Dogg is getting in on bowl season.

The rapper and entertainer has become the new sponsor for the Arizona Bowl.

Instead of going with a quick, simple name -- Snoop-er Bowl? Doggy Bowl? -- the actual title is a mouthful: the Snoop Dogg Arizona Bowl presented by Gin & Juice By Dre and Snoop.

"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,” Snoop Dogg said in a press 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."

After being sponsored by Barstool Sports since 2021, the Arizona Bowl now becomes the first bowl to be sponsored by a brand of alcohol. Gin & Juice By Dre and Snoop is the first ready-to-drink product from the rappers' new spirits company and its name comes from a hit song off Snoop Dogg's debut album "Doggystyle," which celebrates its 30th anniversary this year.

"We are a little different from all the other bowls. We’re not afraid to take risks and do things outside of the box," Arizona Bowl executive director Kym Adair said, via Yahoo! Sports . "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 2024 contest will kick off at 4:30 p.m. ET on Tuesday, Dec. 28. The game annually features teams from the Mountain West Conference and the Mid-American Conference.