New Wave Energy Corp., a utility supplier based in Buffalo, has reached an agreement to be the sole provider of electricity to First Niagara Center, the home of the Buffalo Sabres, the partners announced Tuesday.
As part of the sponsorship deal, the Sabres will put New Wave's name on the penalty boxes at the arena and the team's power play will be branded with the company's name within the arena and on Sabres broadcasts.
The three-year agreement goes into effect with the start of the upcoming season, said Ryan Lilley, New Wave's vice president of business development, though the season is threatened by the NHL owners' lockout of the players.
New Wave takes the place of Integrys Energy Services of New York, which no longer will provide electricity to the First Niagara Center but remains a Sabres sponsor, said Michael Gilbert, a team spokesman.
New Wave is an energy services company, or ESCO, that was founded in 2009 and supplies electricity or natural gas to more than 3,000 residential and commercial customers.