In February of 2022, Snoop Dogg, dressed in a lavish purple jumpsuit and a gold chain hung around his neck, entertained the world atop a makeshift stage during the halftime show of the Super Bowl.

Two years later, he has his own bowl.

The 52-year-old, 17-time Grammy Award-winning hip-hop star is the new title sponsor of the Arizona Bowl. And his beverage line with Dr. Dre, Gin & Juice, is its new presenting sponsor — a groundbreaking and historic college football bowl pairing.

The game’s full name is a unique combination of words: Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop.

Previously sponsored by Barstool, the Arizona Bowl is again pushing boundaries as the first bowl to partner with an alcohol brand. Introduced earlier this year, Gin & Juice, a gin-based canned cocktail, is the first product from Dr. Dre and Snoop’s new premium spirits company. It celebrates the 30th anniversary of Snoop’s classic debut album, “Doggystyle,” produced by Dre, and is named for Snoop’s Grammy-nominated 1994 classic “Gin & Juice.”