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.

"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."

"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."

"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."