In-Depth
The Gatekeepers: Kristina Gregory
Vice president of corporate sponsorships and events, Constellation
For Constellation, sports sponsorships provide the perfect case study.
With little of its marketing budget spent on media buys, Constellation counts on the work of Kristina Gregory to showcase its energy solutions and spread the message of sustainability. To do that, Gregory develops relationships in which Constellation can provide energy services to sports properties and then use them as case studies.
“We don’t have a lot of advertising otherwise, so we really look at these partnerships as the way to tell our story — ‘Look at this facility, look at the practice area, look at on-site generation that we may have’ — and communicate that,” she said.
Because the company puts an emphasis on showing firsthand how its services can provide clients with efficient energy solutions, many of the company’s sponsorships develop out of existing energy-supply relationships.
Constellation’s tie with its hometown Baltimore Ravens is an example of a deal that combines energy solutions and corporate messaging. The company last year renewed its long-standing partnership with the club, agreed to a naming-rights deal for the club level at M&T Bank Stadium and, most notably, agreed to build a solar generation project at the team’s training facility in nearby Owings Mills.
“It’s a great partnership, it’s hitting on all cylinders, and they’re able to use that solar facility and project to generate approximately 15 percent of the facility’s electric needs,” Gregory said.
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The company’s portfolio includes the Constellation Senior Players Championship.
Photo by: Constellation |
In addition to targeting specific markets like Maryland, Constellation has broadened its reach in recent years by taking its signature golf event, the Constellation Senior Players Championship, to a different region each year. The company also signed its first league-level partnership with the NHL.
But even as she casts a wider net, Gregory keeps the focus on sustainability.
“It’s in all of them,” she said. “That’s really out of the gate what makes the most sense and lets us tell our story.”
Alex Silverman writes for sister publication SportsBusiness Daily.
■ A TREND SHE’S WATCHING: “The big trend now is to be different and to talk one-to-one to consumers and fans through social media and other messaging, and connecting our message with them and then connecting that to an experience.”
■ A RECENT PROGRAM/CAMPAIGN THAT WORKED: “We worked with the NHL during our Green Week to come up with a series of sustainability tips to run throughout arenas across the league. We also did a series on the league’s sustainability efforts, highlighting their work across the board. They don’t just do energy, they’re looking at a full package with wind conservation and water conservation. So they really had an authentic message ... and we saw high levels of engagement.”
■ WHAT PROPERTIES COULD DO BETTER: “We continually look for new innovative ways to partner with properties and tell our story in new ways, and would love to see increased customization and fan engagement opportunities.”
