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Preheat the oven to 350 degrees Fahrenheit. Grease a 9x13-inch cake pan with cooking spray or butter.
In a large mixing bowl, beat together the yellow cake mix, eggs, sour cream, vegetable oil, and water until smooth and well-combined. In a separate bowl, whisk together the brown sugar and cinnamon.
Pour half of the batter into the greased baking pan. Sprinkle the top with the prepared sugar-cinnamon mixture. Pour the remaining batter over. Gently drag a table knife through the batter to create ripples.
Bake the cake for about 40 minutes, or until lightly golden on top and a toothpick inserted into the center comes out clean.
Meanwhile, whisk together powdered sugar, milk, and vanilla until smooth. Pour it over the cake while still hot.
Let the cake cool on a wire rack for at least 15 minutes. Chill until ready to serve, or serve warm with cold milk or a scoop of ice cream.