The announcement is expected to take place at the Venus Pool Club at Caesar’s Palace this Saturday (May 29th) afternoon. Snoop and company will then attend the UFC’s highly anticipated contest between Quinton “Rampage” Jackson and Rashad Evans.

“This brings the best of both worlds to Serious Pimp. Snoop Dogg knows what the people want and shares our vision to promote events that combine the Hip Hop culture and the MMA movement,” said Serious Pimp Founder and CEO Damian Kutzner. “Together we will usher in the next era for the Serious Pimp brand and satisfy the demand from the Hip Hop community and extreme fighting lifestyle world.”

The announcement comes weeks after Snoop’s “spiritual advisor” Bishop Don Juan, was named as Serious Pimp’s Chairman of the Board. Snoop will leverage his contacts in the music industry to help expand the brand create events that merge Hip-Hop music with MMA fighting and create a stronger bond between the brand and the sport.