Diamond In The Rough: You're Nuts Not To Team With Pac Bell

Diamond of California has signed a three-year deal with Pac Bell Park "to leverage its line of walnuts with 40,000-plus spectators plus TV viewers nationwide," according to Sonia Reyes of BRANDWEEK. The deal calls for Diamond's signage and "Go 'wal'nuts" tagline at the Barry Bonds Lifetime Home Run Counter starting next week. Diamond execs hope "to expand [the brand's] consumer base with millions of viewers watching the games" on Fox and ESPN. Meanwhile, Diamond's roasted walnuts "will be sampled from customized nut carts throughout the park, a successful effort most recently executed" at the '02 Olympics. Diamond's logo will also be placed on 33,900 ballpark cup holders. Diamond will also host a promo later this season, "which includes a contest for a chance to throw the first pitch at a Giants home game" (BRANDWEEK, 4/24).