As the company starts its move from Toronto, Ontario, to Houston, Texas, retail electricity provider Direct Energy is starting to lay down roots in its new community.

Direct Energy and Major League Soccer team the Houston Dynamo announced at the start of the month that the two have set up long-term sponsorship deal.

While the Dynamo is a young team as far as most American sports are concerned, soccer has seen a growing presence in the U.S. over the past few years. In the same time electricity deregulation has helped companies like Direct Energy open up competition around the country, making the two young businesses a natural match.

"Direct Energy is excited to partner with the Houston Dynamo and play a larger role in Houston’s community," Direct Energy president Steven Murray said in a statement. "As we recently announced our corporate headquarter relocation to Houston, this partnership solidifies the fact that we are committed to this city and its people. Similarly the color orange is a big part of both of our identities, so it’s a perfect match."

Electricity providers across the U.S. have begun to play an active role in their communities, particularly as more of them spring up to help push competition in electricity rates.