Constellation Energy today announced its first league sponsorship, a multiyear pact that will be used to make the claim that the NHL is the first "carbon-neutral" sports property. Constellation's NHL team sponsorships include the Blackhawks and Capitals -- not coincidentally the teams competing in the Jan. 1 Bridgestone NHL Winter Classic, where Constellation will have its first activation of the deal. Strategic, N.Y., has been Constellation's sports marketing agency of record for the past three years. As deregulation of energy has increased, so have the industry’s sports ties. However, the Constellation-NHL hookup is believed to be the first league sponsorship deal with an energy provider. The Southern Co. has a longstanding sponsorship of the PGA Tour. Constellation’s sponsorship portfolio also includes entitlement to the PGA Senior Players Championship, along with golfer Jim Furyk, the White Sox, Cubs, Phillies, Bulls, United Center, Ravens, Colts, Steelers and Titans. The firm also has naming rights at the suburban Houston stadium that houses the independent Atlantic League Sugar Land Skeeters. With deregulation allowing consumers to choose among competing energy providers for the first time, branding has become paramount, as reflected in the naming-rights market. Venues entitled by energy brands include those in Cleveland (FirstEnergy), Houston (NRG), Oklahoma City (Chesapeake Energy), Salt Lake City (EnergySolutions), Pittsburgh (Consol Energy) and St. Paul (Xcel Energy).
