MLS’s FC Dallas Gets New Energy Sponsor TXU

TXU Energy has signed a two-year sponsorship agreement with Major League Soccer’s (MLS) FC Dallas.

“The beautiful thing about soccer and FC Dallas is they’ve got such a terrifically diverse audience,” said Donna Egen, manager of promotions and brand management for Irving-based TXU.

The sponsorship covers the North Texas State Soccer Association, which FC Dallas represents for marketing, said Matt McInnis, FC Dallas vice president of business development and partnership marketing.

Egen said TXU will have opportunities to market at soccer clinics and FC Dallas events, including games at the club’s Frisco stadium.

“We want to be able to talk to the Texas electricity customers that are out there, and build brand awareness of that group,” she said.

The deal does not include electricity service because FC Dallas Stadium is located within a regulated area of the Texas electricity grid and therefore doesn’t have the option of selecting a provider. CoServ Electric, a cooperative based in Corinth, provides energy for the area the stadium is located in.

FC Dallas officials said the deal with TXU is a partnership that will also focus on the environment and energy conservation.

“That’s something very much in line with our priorities when we reach out to the community and bring our events to them,” said Cesar Velasco, senior director of communications, public relations and international marketing for FC Dallas.

TXU adds FC Dallas to a sponsorship list that also includes the Dallas Mavericks , Dallas Stars and American Airlines Center.

TXU marks FC Dallas’ first energy sponsorship in at least a year. The team is still seeking a stadium naming rights sponsor after Pizza Hut’s departure late last year, as well as a jersey sponsor.

by Ismail Uddin