In perhaps the second-most viral game of the 2024 college season behind the Pop-Tarts Bowl, Snoop Dogg served as host of this year’s Arizona Bowl, with the rapper taking over all aspects of the matchup, from sponsor to bandleader to play-by-play announcer.

Officially dubbed “the Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop,” the rapper made the game at Tucson’s Arizona Stadium his own, even eclipsing that action on the field between Colorado State and Miami (Ohio).

The field was emblazoned with a Snoop Dogg logo at one end zone and low riders in the other. Pregame, Snoop Dogg snagged passes on the field and even visited some tailgate parties before taking to the 50-yard line for the ceremonial coin toss, the Associated Press reports.

Snoop — who founded his own Snoop League for inner city youth in Southern California and whose son played Division I football — also put on a headset on the Colorado State sideline to allegedly call some plays. By halftime, the rapper was back at midfield to serve as conductor for the two universities’ bands performance:

In the third quarter, Snoop next joined the broadcast booth. “This is a seven-day-a-week thing with me, man,” Snoop Dogg said. “I guess I’m the people’s champ because I love the people as much as they love me.”

Miami (Ohio) won the Arizona Bowl 43-17, after which Snoop Dogg rolled onto the field in a 1964 Impala with trophy in hand for the victors. He also gifted Death Row Records gold chains to the team, and took coach Chuck Martin on a victory lap in the Impala.

“I’m sitting there with a gold chain and my wife is laughing her ass off. Snoop’s there … who in the world is cooler than Snoop?” Martin told the press postgame. “I’m sitting in the back of this vehicle and my wife is looking at me like, ‘What a complete imbecile.’ It’s a moment you’ll remember forever.” 

In the weeks leading up to the game, Snoop revealed that all the participants would receive NIL (name image likeness) money for playing in the game. “College football fans are exhausted by the constant talk around NIL, conference realignment, coach movement, transfer portal and super conferences,” Snoop said in a video posted on social media. “So it’s time that we get back to the roots of college football — when it was focused on the colleges, the players and the competition, the community, the fan experience and the pageantry.”