When Snoop Dogg started winning hearts with his songs, did he ever envision that one day he would be a big name in college football? Maybe not. Well, THE Snoop Dog is not hitting the gridiron. Rather, he is the one who now owns college football bowl games. Yes, surprising right? In what will be a first-of-a-kind bowl game, the rapper served as the leading sponsor in the Arizona Bowl. Here comes the more interesting part. The Arizona Bowl between Colorado State and Miami RedHawks finally broke the months-old hiatus of Snoop Dogg’s father, who kept himself away from making any comment on his son’s new venture.   

Can Bowl games be ever better without Snoop Dogg directing the halftime show of the game bearing his name? Definitely not. Maybe that’s what inspired the rapper to take his involvement with football to a new level. Snoop Dogg has tried everything- served as a youth coach, and a guest analyst. But it was back in May 2024 that he thought of taking his college football adventure to a business level. With his historic sponsorship that recognizes his 1993 hit song and recent beverage line with Dr. Dre, “Gin & Juice,” he decided to present the Arizona Bowl. Much like his personality, he had kept the intent peppy, “to bring the juice back to college football.” The success has been recommendable as the eight-team tournament reportedly paid out $9 million in NIL money to participating players. Now you know you have won when you make your father proud.

Snoop Dogg might be successful as a rapper. But now that he is trying his luck in sponsoring college football bowls is not an easy thing to do. It comes with a lot of risk. Maybe that’s because Snoop Dogg’s father, Vernell Varnado, remained tight-lipped about his son’s new venture. But now that the Arizona Bowl has been successful he could no longer keep his calm. Snoop Dogg’s son, Cordell Broadus, posted a series of snaps from the Tucson mega event. The caption read, “@dreandsnoop Bowl Game was a success !! @drbombaysnax ice cream glad to be partners and give back to the community ✅🦅.”

But the real deal was in the comment section. Scouting through the comments, one could spot “popsnoop’s” comment. That’s none other than Varnado’s account. Well, when it’s Snoop Dogg’s father, you know that the emojis are enough as he commented, “🙌🙌🙌🙌🙌.” After all, Varnado is now a proud father. 

Snoop Dogg’s star power benefitted Arizona State 

Not just the players, but Snoop Dogg’s initiative has supported Arizona as a whole. Already the Bowl games are enough to pull in the crowd. Now when a big name like Snoop Dogg is tagged along, the game has its mind on money. As per the reports, the Bowl organizers predicted that the game in Tucson would generate more than $100 million in tourism revenue. That covers the cash spent on hotels, food, and entertainment that would go straight into the Southern Arizona community.

Not just the tourist spending. The December 28 game has been the only post-season event that would contribute 100% of the net proceeds to non-profit organizations in and around the area. As Arizona Bowl communications VP Eric Rhodes shared, “We have five resorts that we pretty much sell out this week between Christmas and New Years every year.”

The Snoop Dogg charm also played a major factor in dragging RedHawks fans from Miami. The Arizona Bowl came off as a bonus for the Miami fans. They went back home with a 43-17 victory over Colorado State Rams and humming to Who Am I (What’s My Name)?