First, Snoop Dogg put his name on the Arizona Bowl. Now, he’s doing even more: He’s helping the bowl game provide NIL deals for all student-athletes associated with the two teams in the Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop.
Previously, a few bowls have provided NIL deals for a limited number of players, but never has a bowl provided an NIL deal for every player — until now.
“The Snoop Dogg AZ Bowl is partnering with brands that will help us be the first bowl — you hear me, the first bowl — to offer NIL money to student-athletes,” Snoop Dogg said in a video provided to Action Network. “We will be the first bowl to do that. Let’s go, AZ. Let’s go, NCAA. Let’s go, players.”
The Snoop Dogg Arizona Bowl, set for Dec. 28 at 4:30 p.m. ET in Tucson, Ariz., features teams from the Mountain West and Mid-American conferences.
“This was 100% Snoop Dogg’s idea,” Arizona Bowl executive director Kym Adair said.
The amount the players will be compensated has not yet been determined and will likely involve community service while in Tucson. Players are not required to play in the game to receive an NIL deal but are expected to be part of the bowl’s traveling party.
Last year, Action Network reported that 78 players opted out of bowl games for various reasons. College athletic leaders contacted Tuesday by Action Network believe the Arizona Bowl’s NIL deals for all players may reduce some of the opt-outs.
“It definitely will help,” a Group of 5 AD said. “Increasing financial support for the student-athletes and increased exposure would be a great thing for our institutions.”
An SEC AD said whether the Arizona Bowl NIL deals reduce opt-outs “probably depends on the amount [of the deals]. Most of the players opting out are usually NFL Draft guys, but it can’t hurt. It’s a great idea.”
Earlier this month, the Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop became the first college bowl game to partner with an alcohol brand as a presenting sponsor.
“Adding NIL opportunities for the student-athletes of the Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop is the next evolution in college sports, and we wanted to lead by example,” Snoop Dogg said. “We can’t wait to give our players the opportunity to serve the community of Tucson during bowl week while at the same time using their name, image and likeness to rightfully earn money for themselves and their families.”
Besides putting his name on the bowl and coming up with the NIL partnership, Snoop Dogg is expected to be a big part of bowl activities during the bowl week. Adair said he’s expected to be involved with the game as well.
“When Snoop approached us with this idea, it was obvious that he has a deep respect and appreciation for the new opportunities afforded by student-athletes through NIL, and he wanted to show support for them by [being] the first bowl to make this type of commitment,” Adair said. “We can’t wait to make his vision a reality.”
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