Baltimore-based energy company Constellation has signed a multiyear sponsorship agreement with the Cavaliers Operating Company that extends to the AHL Lake Erie Monsters, AFL Cleveland Gladiators and D-League Canton Charge in addition to the NBA franchise. Length and value of the deal, which The Strategic Agency, N.Y., negotiated on behalf of Constellation, were not disclosed. Constellation becomes the “season presenting sponsor” of the Monsters, which will offer the company a presence on tickets and giveaways, as well as in-arena branding of power plays for the in-state affiliate of the Blue Jackets. Other inventory in the deal includes signage and giveaways in both arenas for all four teams, as well as social activation around the teams’ accounts. Constellation CMO & Senior VP Bruce Stewart emphasized that the deal represents an opportunity to expand its energy-services relationship with Cavaliers Owner Dan Gilbert’s family of assets, including several casinos, Turfway Park racetrack, Thistledown Racino and a wide array of real estate. Stewart: “That’s part of the nature of the relationship. In the course of this announcement, we’ve already begun the conversation of, ‘We’d love to have you, as a partner, be our energy experts, so come in and tell us where we have opportunities, whether it’s a supply opportunity or an efficiency opportunity or a solar opportunity, you name it.’” Ohio represents a particularly attractive market for Constellation, as deregulation allows both business and residential customers to choose their energy suppliers.
FOLLOWING THROUGH: Constellation in December ’14 made its largest sports investment yet, signing on as the NHL’s official energy provider and launching a series of sustainability initiatives with the league. The company said that it has since contracted with the Devils, Blues, Rangers, Blackhawks and the Flyers’ Skate Zone facilities to conduct energy efficiency analyses and provide energy management services and upgrades at their respective facilities. Constellation added that it has nine other NHL-related projects in the pipeline. The brand has had a substantial marketing presence at each of the NHL’s tent pole events since, including this past All-Star Weekend.
