Staying Ahead of the Curve

This isn't your grandfather's bowl game.

The Arizona Bowl, around since 2015 – Colorado State played Nevada in the first contest – has held true to some traditional aspects of bowl games, and the title sponsor this time around for the Rams as they face Miami (Ohio) on Saturday tells part of the story.

It's the Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop. While the game likes to stay relevant, it's organizers like to stay ahead of the curve by being innovative, which the game has done again this season.

"We are very proud of that. I think it comes down the fact we keep an open mind," said the bowl's executive director, Kym Adair. "We've very entrepreneurial, thinking-outside-the-box type people. We wanted to be innovative as we've grown the bowl. We can't get complacent.

"You have to always be thinking of new ideas. We're always maintaining our relevance and interest, and really giving everything we can into the success of this. It really matters to our community and the teams and fans who come. We want to make sure everyone is having an incredible time coming out to the event, because the more people who attend the game, the more we're able to donate to local charities, which is a big piece of who we are."

From the way the game has been distributed to this year's initiatives, being different has been good for the bowl. Snoop Dogg is the fourth title sponsor, but the Gin & Juice brand is the first alcohol company to be associated with a bowl.

In addition, the title sponsor himself wanted to make sure NIL was part of the deal, and the bowl will be the first to offer compensation in that arena to every participating player. Some bowls in the past have made it part of the package for a select few.

The bowl organization will take care of the compensation, which Adair said will amount to "several hundred dollars" for each player.

"This an initiative straight from Snoop's team. Snoop met with some college football insiders in May, and they shared with him they thought he would be associated with the first bowl to do an NIL agreement with all of the players who come in for the game," Adair said. "They reached out to us and said we really want to do this, and I said OK. We made the announcement and we've been working to put together all the pieces since."

That's a nice piece for the players, and most of Colorado State's team has not played in bowl. There are the gifts they will receive by qualifying for the contest, with a hospitality suite set up at the team hotel for them to choose. Upon arrival late Christmas night, they were greeted at the entrance by a Mariachi band.

The players additionally are looking forward to taking part in the community service aspect which is tied to every bowl. This year, both teams will be taking part in a kid's clinic on Friday. The game is first, but the rest is a welcome part of the package.

"It's a little bit added part to the game. We're looking forward to the game, but it's also nice to know we'll do some community service and all the little activities," CSU defensive tackle James Mitchell said. "That's something to look forward to, but not as much as the game."

CSU coach Jay Norvell has brought a team to Tucson, Ariz., before, and he raved about the way his Nevada squad was treated in 2018. He also said the Colorado State fans coming will be welcomed, and there will be many.

Colorado State sold its allotment of tickets for the Arizona Bowl in less than two days, then asked for more to meet demand, selling round 2,500 overall. Norvell believes the main host will just add to the festivities.

"The thing that they've done is they've been innovative, and they've tried to be different. Bowl games are supposed to be fun," Norvell said. "It's great to play another school from a different part of the country and conference. It should be great for our fans.

"I know Snoop will make it fun. I've talked to their staff, and they're excited we're there. We're going to have a great contingent there; CSU will be well represented. We can't wait."

Neither can Adair, who has served in her role for more than six years. Each year is different, but this one has a rather unique feel with the reality of two sponsors. As she noted, one is a brand, the other is a person. As it turns out, that person draws quite the audience.

A rapper by trade, Snoop Dogg has become America's ambassador, a role he held at the past Summer Olympics. His commentary from the Games, be it from a booth, in the stands with athlete's families or walking around the villages – all of it delivered with his signature smooth delivery -- was widely hailed.

Adair expects he'll bring more of his personality to the Arizona Bowl to which he's now attached his name. His arrival is what she's looking forward to most.

"Snoop being here on site, really participating in the game, I think we have a snapshot of what that looks like from the Olympics," she said. "I think we can expect more interactions from Snoop during bowl week. He's going to bring a level of energy and excitement, and is already bringing that, which we haven't seen before. We're excited."

So are Colorado State's players. The coaches, too. They all want to meet the man himself, hopefully take a selfie with him. A few have even reached out to him through social media.

For a bowl game intent on staying out in front, there may be no better pathway than the man who added his name – a flair – to the festivities.

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