• by Fern Siegel , March 5, 2024

Blue Diamond Growers announced a new partnership with the Big Ten collegiate athletic conference.

The flavored almonds are now known as the “Official Snack of the Big Ten Conference. There are more than 20 varieties.

The alliance means Blue Diamond will be a strong presence at Big Ten basketball and football events over the next year. Its visibility will be cross-platform: in-stadium signage, digital and social media and other activations.

Blue Diamond ads make their appearance March 6 for the start of the TIAA Big Ten Women’s Basketball Tournament in Minneapolis, followed by the TIAA Big Ten Men’s Basketball Tournament on March 13.

There will be also in-stadium assets at the tournaments.

Blue Diamond's creative agency is McKinney. Spark Foundry is the account's media agency of record.