The Environment and Xcel Energy Sponsorship
Xcel Energy is an electric and natural gas company that serves multiple midwestern states. In 1999, Xcel Energy sponsored the construction of the Minnesota Wild's home arena, which was then named "Xcel Energy Center." Apart from that sponsorship, Xcel Energy has teamed up countless times with the Minnesota Wild through advertisements and promotions, creating a strong partnership between the two brands. |
Figure 11. Xcel Energy Logo |
Xcel Energy is very focused on being an environmentally responsible provider of energy. They focus on developing and finding renewable sources of energy, especially in the form of wind-energy operations (Xcel Energy, 2016). This desire to be environmentally responsible is reflected through the company's logo that includes "Responsible by nature" (Fig. 11).
The partnership between Xcel and the Wild produces a positive association with the Wild. Because the Wild's brand is so focused on the outdoors, it makes sense for the Wild to advocate for protection of nature. This partnership allows the Wild to communicate that conserving natural resources is important to the brand, which is an appeal to ethos because it establishes a responsible credibility. The Wild's audience finds nature very important, so they are more likely to trust the Wild because the brand's beliefs are similar to their own.