Consent Item 7
Consent Item 7
To: Ava Community Energy Authority
From: Theresa McDermit, Head of Marketing
Subject:
Approving a Resolution Authorizing Negotiation and Execution of a Sponsorship Agreement with the Oakland Roots Sports Club for the 2026 and 2027 seasons of the Roots and Soul Soccer Teams
Date: July 16, 2025
__________________________________________________________________ Summary/Recommendation
Approve a Resolution authorizing the CEO to negotiate and execute a Sponsorship Agreement with the Oakland Roots Sports Club (“Oakland Roots SC”) for the 2026 and 2027 seasons of the Roots and Soul in support of marketing and brand value. The sponsorship ($175,000 in 2026; $200,000 in 2027) would make Ava Community Energy (Ava) the Clean Energy Partner of both teams, and the benefits include jersey sleeve logo placement for both teams, significant brand presence in the Coliseum for Roots games, field signage, on-site activation space, in-game digital assets, social media posts, and special events.
Financial Impact
This sponsorship is $175,000 total for the 2026 season and $200,000 for the 2027 season of the Roots and Soul teams. The cost of Ava’s sponsorship of these teams was $175,000 in 2025 for a similar scope of assets. Funds have been allocated in the current FY budget for this level of sponsorship and will be requested next fiscal year for the 2027 sponsorship expense.
Analysis and Context
Consent Item 7
Oakland Roots SC is the first purpose-driven professional sports team in the United States.
Their United Soccer League (USL) men's team is one of the fastest-growing brands in American sports, and they are one of the only remaining professional sports teams in Ava’s service territory. 2023 marked the inaugural USL-W season for the club’s affiliated women’s soccer team, Oakland Soul.
Oakland Roots SC partnerships combine sponsorship opportunities with community impact, creative storytelling, and employee engagement. Ava is a founding partner of the Roots, sponsoring the team since 2018, and similarly was a foundational sponsor of the Oakland Soul, sponsoring them since their inaugural season in 2023.
Ava’s past sponsorship provided significant brand and program promotional opportunities for the agency. Our partnership has helped Ava communicate with a diverse local fan base and has associated our brand with a fun and popular form of community entertainment. Ava’s marketing team activated an informational booth at most home games, to connect with thousands of attendees, and received other promotional benefits.
In addition to the benefit of on-site activation presence, this 2026-2027 sponsorship package continues Ava’s standing as the Clean Power Partner of both Roots and Soul, places the full Ava logo on the sleeve of team jerseys (including on their merchandise jerseys), creates a significant brand presence for Ava at the Coliseum during Roots games, provides on-field signage, and provides messaging on the stadium video board. Additional benefits include social media posts, a press release, and game tickets.
Ava’s past sponsorship levels are as follows:
● 2019 - $25,000
● 2020 - $25,000
● 2021 - $125,000 (the Roots moved up to USL)
● 2022 - $125,000
● 2023 - $135,000 ($125k Roots/ $10k for Soul)
● 2024 - $196,000 ($150k Roots/ $46k Soul – back of jersey sponsor) ● 2025 - $175,000 ($141k Roots/ $34k Soul – back of jersey sponsor) Committee Recommendation
Ava staff have not presented this recommendation to the Marketing, Regulatory, and Legislative committee since it is a similar scope and cost to the previous agreement for the 2025 season.
Attachment
A. Resolution of the Board of Directors of Ava Community Energy Authority Authorizing the Negotiation and Execution of a Sponsorship Agreement with the Oakland Roots Sports Club for the 2026 - 2027 seasons of the Roots and Soul Soccer Teams Attachment Consent Item 7A
RESOLUTION NO. R-2025-XX
A RESOLUTION OF THE BOARD OF DIRECTORS
OF AVA COMMUNITY ENERGY AUTHORITY AUTHORIZING THE NEGOTIATION
AND EXECUTION OF A SPONSORSHIP AGREEMENT WITH THE OAKLAND ROOTS SPORTS CLUB FOR THE 2026 AND 2027 SEASONS OF THE ROOTS AND
SOUL SOCCER TEAMS
WHEREAS Ava Community Energy Authority (“Ava”) was formed as a community choice aggregation agency (“CCA”) on December 1, 2016, under the Joint Exercise of Powers Act, California Government Code sections 6500 et seq., among the County of Alameda, and the Cities of Albany, Berkeley, Dublin, Emeryville, Fremont, Hayward, Livermore, Piedmont, Oakland, San Leandro, and Union City to study, promote, develop, conduct, operate, and manage energy-related climate change programs in all of the member jurisdictions. The Cities of Newark and Pleasanton, located in Alameda County, along with the City of Tracy, located in San Joaquin County, were added as members of Ava and parties to the Joint Powers Agreement (“JPA”) in March of 2020. The City of Stockton was added as a member to Ava in September of 2022. The City of Lathrop was added as a member to Ava in October of 2023. San Joaquin County was added as a member to Ava in July 2024. On October 24, 2023, Ava legally adopted the name Ava Community Energy Authority, where it had previously used the name East Bay Community Energy Authority since its inception.
WHEREAS Ava’s marketing activities seek to inform our customers about the benefits of Ava’s electricity service, as well as introduce customers to programs that Ava offers that might save them money and/or improve environmental outcomes; WHEREAS Oakland Roots Sports Club (“Oakland Roots SC”) is a leading professional sports franchise that is community-focused and whose sponsorship affords partners access to a large local fan base;
WHEREAS Ava sponsored the Oakland Roots and Oakland Soul soccer teams for their 2025 seasons at a sponsorship level of $175,000, including placement of the Ava logo on the back of their jerseys;
WHEREAS the 2025 Roots season took place in the Oakland Coliseum with attendance as high as 25,000 per game, and expanded brand exposure and one-on-one engagement during game days; WHEREAS the 2026 and 2027 seasons are set to attract similar or larger crowds that will continue to provide brand exposure and the opportunity for engagement; and, WHEREAS the jersey sleeve sponsorship and the opportunity for significant brand activation within the Coliseum on Roots game days provide a unique brand opportunity.
NOW, THEREFORE, THE BOARD OF DIRECTORS OF AVA COMMUNITY ENERGY AUTHORITY DOES HEREBY RESOLVE AS FOLLOWS:
Attachment Consent Item 7A
Section 1. Authorize the CEO to negotiate and execute a sponsorship agreement with the Oakland Roots SC for the 2026 and 2027 seasons of the Roots and Soul soccer teams, in consultation with legal counsel, at a not to exceed amount of $375,000.
ADOPTED AND APPROVED this 16th day of July, 2025.
Jack Balch, Chair
ATTEST:
Adrian Bankhead, Clerk of the Board