Snoop Dogg Arizona Bowl Moves to January

By Steve Rivera

Back in 2015 – maybe a bit before – Arizona Bowl co-founder Ali Farhang envisioned the game being like a bowl he grew up watching − with plenty of fun, can’t-miss festivities and fierce competition.

“I wanted a community event and, regardless of the matchup, it would be a day of celebration for Tucson,” Farhang said. “There would be a great tailgate with an engaging fan experience. Why not make it a big party? And why not include a big party downtown?

The Snoop Dogg Arizona Bowl, presented by Gin & Juice by Dre and Snoop, is that and more. And this year, it has a new date.

Traditionally held between Christmas and New Year’s, it’ll be different this time around. The game is in 2027 – Jan. 2 – at Casino del Sol Stadium. While it’s a change on the calendar, the fun will still be there.

“With our game date on January 2nd, Bowl Week will kick off with our Taco Bell NYE Downtown Bowl Bash for the first time,” said Kym Adair, the bowl’s executive director. 

On Jan. 3, there will be a golf tournament to conclude the game’s festivities. 

“These events not only attract locals to the celebration, but they extend the trips of the visitors staying in Tucson, which is another win for our community,” Adair said.

“I’d be lying if I didn’t tell you it has succeeded in a lot of ways,” Farhang said. “Snoop has got a lot to do with that. And the Bowl Bash gotten bigger than expected because we have people from out of town coming in for New Year’s Eve just to see the taco drop at midnight.”

Snoop Dogg, the international celebrity and media presence, has been all-in on the bowl since he put his name on it.

“The Snoop Dogg Arizona Bowl is all about bringing people together through football, celebrating the young athletes who represent the future of the game, and showing love to the community,” said Snoop Dogg. “This partnership gives us a powerful platform to have fun, give back, and make a real difference in the lives of kids and families.”

While the game date has changed, it will continue to feature teams from the Mid-American Conference and the Mountain West Conference. Fresno St. is the defending champion after taking an 18-3 victory over Miami, Ohio, in front of 37,232 fans.

Adair looks to continuing the bowl’s success, by possibly:

• Breaking its 40,000-attendance record set in 2024
• Giving away $1 million to charity annually. It has given $5 million through 10 years, and has created more than $150 million in economic impact
• Breaking its viewership record by having 2 million more people watch the game annually.

“When I came on board, I could have never imagined that Snoop Dogg would be our title sponsor and that Gin & Juice by Dre and Snoop would be our presenting sponsor,” Adair said. “Having the added national recognition that Snoop brings to all his endeavors is a dream come true. 

“However, my personal mantra is that complacency is a four-letter word. I don’t ever feel like we can rest on our laurels. This is a very competitive space, and fans expect to be entertained and engaged.  For that reason, we are always trying to be better, be innovative, and push the boundaries of the traditional football game. Anyone that has been to our game the past 10 years will tell you that this isn’t a typical football game experience.”

From the important Blue Blazers − local leaders who help steer the ship − to the sponsors to the administration to the board members, everyone is an important part of the bowl’s success.

“I joined (to help) because I saw what the bowl game stood for and what it was trying to do,” said Mike Myers, a bowl board member since 2021. “I like the event because it’s something that brings people from out of town and excites and galvanizes within the community. The No. 1 one thing is that all the proceeds – after paying the expenses – go to charities. That was my attraction to it.”

Unlike previous years of giving charities money in one swoop, this year, bowl officials will give targeted grants to charities throughout the year. So far, the bowl has donated over $100,000 to charity and $22,000 to teachers with more to come.

Photo courtesy Arizona Bowl