From AdAge:

Texas longhorn football, powered by “Champion Energy Services.”

Okay, so it’s a little more interesting than the headline lets on:

“Texas Longhorns Energy will be powered by one of the nation’s top retail electricity providers, Champion Energy Services, and will provide renewable green energy to alumni and fans in deregulated regions of Texas. Each new customer account will generate funds for sustainability initiatives for the respective schools.”

Good idea? It will be interesting to see how this works out. It’s interesting to see how “faceless” utility companies try to become more likeable in today’s consumer environment.

h/t @applegirl