The University of Texas at San Antonio is making history this week by becoming the first Division 1 NCAA program to sign a sponsorship deal with a Mexico-based company.
During a matchup this Saturday against Texas State University at the Alamodome, UTSA — a designated Hispanic Serving Institution — will officially announce its new sponsorship deal with juice company Jumex.
“This partnership with Jumex marks a historic moment for UTSA Athletics,” Roadrunners Vice President for Intercollegiate Athletics Lisa Campos said in a statement. “We are proud to join forces with a beloved Mexican brand that shares our commitment to excellence and to our community.”
In a statement, officials with Jumex parent Vilore Foods said the brand partnership highlights a need for greater representation of Latino culture and culturally connected brands in American collegiate sports.
“For more than 40 years, we’ve brought beloved Hispanic products into homes across the U.S.,” Vilore Foods Director of Growth and Brand Development Edgar Vargas said in a statement. “This partnership marks another meaningful chapter in this journey. It’s not just about our sponsorship, it’s a powerful step in celebrating our Hispanic heritage and elevating Hispanic visibility in collegiate athletics.”
Vargas said he also hopes the partnership with UTSA will help familiarize U.S. fans with the company’s new sports drink, jUMEX Hydrolit +Advance.
The international brand sponsorship comes scant months after the San Antonio Spurs became only the fourth NBA team to partner with a foreign-based company. The team signed a jersey sponsorship agreement with French-based crypto security firm Ledger.
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