The Arizona Bowl returns to Tucson for its 10th anniversary, bringing college football, national attention and a uniquely Tucson sense of fun to Casino Del Sol Stadium. What began a decade ago as an ambitious local bowl game has evolved into one of the most distinctive postseason events in college football — equal parts competition, celebration and community showcase.
This year’s game will feature Fresno State University of the Mountain West Conference and Miami University (Ohio) of the Mid-American Conference, two established programs with passionate fan bases and postseason experience. But as Arizona Bowl Executive Director Kym Adair is quick to point out, the event has become about much more than what happens between the sidelines.
“It’s hard to believe that we’ve had 10 years go by since our first game,” Adair said. “It’s really evolved so much since those early days.”
A Bowl game with personality
The 2025 Arizona Bowl marks the event’s 10th anniversary, a milestone that coincides with its biggest cultural footprint yet. The game’s title sponsor is Snoop Dogg, with Gin & Juice by Dre and Snoop serving as presenting sponsor — a partnership that has reshaped the look, feel and energy of bowl week in Tucson.
“It takes on a whole life of its own,” Adair said. “We not only bring two teams — Fresno State and Miami Ohio — to play at our game. But we also have like a third team, which is all of those people that are coming in just to see Snoop and see him on the field.”
Snoop Dogg’s involvement extends well beyond branding. According to Adair, he is visible and engaged with fans throughout the game, adding a layer of spectacle rarely seen in college bowl games.
“Having someone like Snoop, who is everybody’s uncle and probably one of the most famous people in the world, choose our game to affiliate himself with is an incredible testament to all the work that our community has put into this game,” Adair said.
Football meets festival
The Arizona Bowl has earned a reputation for competitive matchups — something Adair said is intentional. Over the years, the game has featured multiple overtime thrillers and last-second finishes, helping keep fans engaged both in the stadium and on television.
“That’s super important,” she said. “We want to entertain the folks that are there, and we want to put a good game on for the people watching on the broadcast.”
This year’s matchup pairs Fresno State, a program with a long history of bowl appearances and conference championships, against Miami (Ohio), one of the Mid-American Conference’s most storied teams. Both programs bring strong traveling fan bases, a factor the Arizona Bowl weighs carefully when selecting teams.
“We’re always looking for a great matchup and a competitive football game,” Adair said. “And also looking for the teams that will attract the most fans to southern Arizona.”
But football is only part of the draw. The game day experience includes a free, community-focused tailgate on the University of Arizona Mall, open to fans and locals alike.
“It’s a total community event,” Adair said. “It’s free, and it’s on the University of Arizona Mall.”
This year, Gin & Juice is building a full-scale replica of Dr. Dre’s childhood home as part of the tailgate experience — an interactive installation that underscores how far the event has come.
“It’s a really cool environment, activated with really fun things,” Adair said.
A stage for Tucson
Beyond entertainment, the Arizona Bowl plays a significant economic role in Southern Arizona. Adair estimates the event generates between $25 million and $30 million in economic impact each year, bringing tens of thousands of visitors to the region during a typically slow hospitality period between Christmas and New Year’s.
“Last year, we had over 40,000 people in the stands,” she said. “A lot of those people are traveling from out of town to visit Southern Arizona the week between Christmas and New Year’s.”
The benefits ripple outward — hotels fill, restaurants see increased traffic and retail businesses get a boost. The exposure also extends nationally, with the game broadcast on The CW, showcasing Tucson’s winter weather and desert landscape to viewers across the country.
“It’s basically a four-hour commercial about Tucson,” Adair said. “When it’s three feet of snow where they’re at and we’re taking off our jackets because it’s 70 degrees here, it really creates interest.”
Just as important, the Arizona Bowl is a charitable endeavor. Adair emphasized that 100% of net proceeds from the game are donated back into the community.
“We do this for the community,” she said. “We are part of the community.”
From modest beginnings to national spotlight
The Arizona Bowl began in 2015 under the Nova Home Loans Bowl banner, assembled in just 90 days before kickoff. That first year drew about 21,000 fans — a strong showing, but a far cry from today’s crowds and national visibility.
“To pull that off was pretty cool,” Adair said.
Over the years, the game has grown steadily, with sponsorships, attendance and production values increasing. The addition of Snoop Dogg and Gin & Juice marked a turning point, bringing massive social media reach and cultural relevance.
“When you’re telling Snoop’s 100 million Instagram followers about Southern Arizona, it makes a big impact,” Adair said.
More than a game
For Adair, the Arizona Bowl is ultimately about creating an experience that brings people together — football fans, music lovers, locals and visitors alike.
“We are not your typical football game,” she said. “We are that times 10.”
Her message to those who have watched from home but never attended in person is simple.
“There’s a great football game going on, but there’s a lot of other great fun things happening too,” she said. “Whether you’re a football fan or a music fan or a food fan, we’ve got something for everybody.”
As the Arizona Bowl enters its second decade, it does so with momentum, personality and a deep connection to Tucson — a city that has embraced the game as its own.
“We love Tucson. We love Southern Arizona,” Adair said. “And we want the whole world to see what we love.”
Capping the festivities will be one of Adair’s favorite events, the Taco Bell New Year’s Eve Taco Touchdown.
An event spawned from an old, giant taco being lowered on a crane has evolved into a national spectacle, with everyone looking to see a giant taco hit the ground as the New Year commences. Adair said that she has seen people from Tucson, all the way to Florida make their way out to Southern Arizona to see the event.
Being hosted at a new location in Jacome Plaza — 101 N. Stone Avenue — the Taco Touchdown will have a variety of events and attractions, like Taco Bell’s renowned food truck and a silent disco, to keep attendees engaged throughout the event.
“It just makes me so happy and excited,” Adair said of the event, and its spotlight on Tucson. “I love Southern Arizona. I could be our number one fan for the amount of passion I have for our community. And to see other people come here and experience it and love it and embrace it. it just fills my heart because that type of visitor attraction really impacts our community.
“I’m proud of this community, and it’s our way to show we are an amazing community.”
For more information and tickets, visit thearizonabowl.com.