Create Association Labels without Matching

Rather than having to do this in Custom Code (which works), I would prefer to be able to create an association label using another association itself. The use case is that when a Deal is created and is associated to a Contact with a particular association label, I would like to be able to use the Primary Company association of the Contact and set an association on the Deal to that Company. Currently, you must have a property on the Contact that matches a Company property (Contact.Company_Name = Company.Name).