TUCSON, Ariz. — Snoop Dogg holds a solid connection to the world of football, paralleling his legendary status in hip-hop. He has dedicated many years to coaching youth football, founding the Snoop League, which provides a platform for inner-city youth in Los Angeles. Snoop’s involvement in the sport extends beyond coaching; he has served as a guest analyst during football broadcasts, and his son, Cordell Broadus, has played NCAA Division I football.
In his latest endeavor, Snoop has stepped up as the sponsor of a bowl game, insisting that all players involved receive compensation through name, image, and likeness (NIL) deals. “This was Snoop’s idea,” said Kym Adair, the executive director of the Snoop Dogg Arizona Bowl presented by Gin & Juice. “He wanted us to be the first bowl to make such a commitment, and we made it happen.”
The two teams taking part in this historic game are Colorado State and Miami (Ohio), who will officially wrap up their seasons at Arizona Stadium this Saturday. Operating as a 501(c)(3) organization, the bowl directs all revenue towards charitable causes. Notably, it is not affiliated with ESPN, allowing for unconventional sponsorship arrangements.
Previously, the bowl enjoyed sponsorship from Barstool Sports, which broadcast the event through its distinctive array of personalities on various digital platforms. Now, Snoop Dogg has taken over the sponsorship, becoming the latest celebrity to join the trend, following well-known names like Jimmy Kimmel and Rob Gronkowski at the LA Bowl.
True to his style, Snoop aims to revitalize the bowl experience. In a social media video, he expressed, “College football fans have had enough of the ongoing discussions about NIL, conference changes, coaching shifts, transfer portals, and super conferences. It’s time to return to the essence of college football—emphasizing the colleges, players, competition, community, fan experience, and the traditional excitement surrounding it.”
This renewed focus includes a significant NIL aspect. Although the bowl cannot directly pay players simply for competing, players from both teams participated in football clinics and will receive compensation for their contributions. Other bowls have previously offered NIL deals to individual players; however, this initiative is believed to be the first of its kind to extend opportunities to all athletes from both participating teams.
Colorado State coach Jay Norvell praised the initiative, stating, “I appreciate how the Arizona Bowl embraces uniqueness and innovation—especially with Snoop being involved. The NIL aspect is a glimpse into the future of football. It’s advantageous for our players, and the interaction with the youth is the true highlight of this event.”
The Snoop Dogg Arizona Bowl’s NIL initiative follows a recent similar initiative seen at The Players Era Festival basketball tournament in Las Vegas, which awarded a staggering $9 million in NIL funding to its players for participating in activities outside of competition. Not only that, but the tournament also pledged $50 million in NIL opportunities over a three-year period, ensuring compliance with NCAA regulations.
As scenarios like the Players Era Festival and the Arizona Bowl unfold, they may indicate a shift toward a new direction in collegiate athletics, particularly as universities brace for revenue-sharing models with athletes expected next year. “Revenue sharing between players and athletic programs is on the horizon. It remains to be seen whether such arrangements will replace traditional methods or function independently,” Adair noted. “Our goal is to remain adaptable, anticipate changes, and create impactful opportunities in any feasible manner.”
In her words, this is precisely in line with Snoop Dogg’s vision for transforming collegiate sports.
