Blue Diamond Growers of California, a cooperative of nearly 4,000 growers in the Central Valley, has agreed to expand its sponsorship with the COA in 2000-01. Blue Diamond, the presenting sponsor of the last three state football championship games, has agreed in principle with the COA to assist in the marketing and branding of community college championship activities.

Blue Diamond and COA beverage partner Pepsi-Cola have teamed up with the COA to develop retail displays and a variety of incentive coupon programs to promote community college championship events. The effort is part of the COA’s ongoing commitment to brand and market community college athletics to the citizenry of the state and represents the first effort at developing in-store consumer programs.

The promotion will be clustered in regions hosting televised championships in 2000-01, aired on the COA’s television network. Blue Diamond, Pepsi, and the COA will work jointly to develop on-site promotional elements, scheduled to include discount coupons, in-store visuals, bottle tags, "shelf-talkers, and other point of sale materials.

"This represents an unprecedented and very unique venture for the COA," said Associate Commissioner Stu Van Horn. "I feel strongly that Blue Diamond and Pepsi are committed to helping reach more of the consumer marketplace. All of our colleges provide outstanding, high-caliber intercollegiate athletic competition and this promotional alliance may be the tool that helps us expose our quality athletes to a greater number of residents," he said.

Blue Diamond plans to offer discount coupons for product purchases tied to Pepsi products. In addition to the in-store efforts, Blue Diamond becomes an official corporate partner of the COA and will receive a variety of additional cause-related benefits at COA events. For more information, contact the COA office.