Rico’s new ad in New York’s Times Square. Credit: TikTok / @ricosproducts

Ricos Nacho Cheese Sauce this week brought a little San Antonio flavor to New York’s Times Square.

The snack food brand launched a Spurs-themed digital billboard ad aimed at rallying fans for the team’s NBA Finals matchup against the New York Knicks.

The “Go Spurs Go!” ads began running Monday, June 8, in high-traffic areas near Madison Square Garden as the Spurs prepared for Game 3 of the Finals. Originally scheduled to run for one hour before and after the game, the campaign was expanded to run throughout the day because of high visibility and fan interest.

The digital billboards feature the Spurs’ rallying cry, with the letter “O” replaced by a bowl of Ricos Nacho Cheese Sauce, alongside company branding. The ad campaign cost approximately $45,000, according to MySA.

Ricos products are also sold at Spurs home games and official watch parties.

“We’ve been in San Antonio all our lives, and we love being part of the culture of this city,” a Ricos spokesperson told MySA. “The Spurs are a big part of that. We love serving our nachos to everyone during these celebrations.”

The timing of the campaign followed the Spurs’ losses to the Knicks in Games 1 and 2 in San Antonio, sending the team to New York trailing 0-2 in the series. The Knicks are hosting NBA Finals games for the first time in 27 years, while the Spurs are seeking to rebound in a hostile road environment, according to News 4 San Antonio.

Ricos teased the Times Square takeover on Instagram ahead of Games 3 and 4, prompting widespread reaction from Spurs fans online. Spurs supporters have been ranked among the most polite fan bases in the country, while remaining highly passionate.

“I knew there was a reason why I love their nacho cheese sauce,” Twitter user @FutureMsCollins wrote in response to the ad.

Instagram user @teresa.marie05 added, “Y’all’s nachos are the cherry on top when watching my favorite team play. Thank you, Ricos, for the representation in NYC.”

The digital billboards were scheduled to run through Game 4, with Ricos officials saying the company plans to continue supporting the Spurs throughout the remainder of the Finals and future seasons.

The business started in 1909 as a food market, and became famous in 1976 for inventing concession nachos.

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