Jumex’s UTSA Partnership is a First For a Mexican Brand

Last Updated on August 27, 2025

In a landmark sponsorship deal with cultural significance, Vilore Foods announced that Jumex—the Mexican juice and nectar brand recognized for its iconic blue can—is now an official sponsor of The University of Texas at San Antonio’s athletic program. The agreement makes Jumex the first Mexican brand ever to sponsor a Division I athletics program.

This new partnership highlights both the growing influence of Hispanic consumer brands and the expanding commercial opportunities for universities outside the Power Four.

A Historic First

“This is a deeply meaningful and game-changing moment for collegiate athletics and our entire Vilore Foods family,” said Edgar R. Vargas, Director of Growth and Brand Development at Vilore Foods. “For more than 40 years, we’ve brought beloved Hispanic products into homes across the U.S. 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.”

The deal for the 2025-26 school year includes traditional signage and broadcast integration and also provides Jumex an opportunity to introduce fans and athletes to Jumex Hydrolit +Advance, a high-performance hydration drink formulated with electrolytes, natural caffeine, and choline.

Game-Day Activations and Marketing Campaigns

Jumex will officially launch the partnership during UTSA’s September 6 home opener against Texas State at the Alamodome. Activations will include product sampling booths, tailgate experiences, and in-stadium branding on field-level signage, LED ribbon boards, and video features.

The sponsorship also extends into retail. Jumex is planning in-store campaigns across Texas, leveraging UTSA marks and logos on displays, print collateral, coupons, sweepstakes promotions, and game-day giveaways—all of which will name Hydrolit +Advance as “the performance beverage of choice for UTSA fans.”

UTSA’s Growing Sponsorship Profile

UTSA’s Vice President for Intercollegiate Athletics, Lisa Campos, emphasized the cultural and community significance of the deal.

“This partnership with Jumex marks a historic moment for UTSA Athletics,” said Campos. “We are proud to join forces with a beloved Mexican brand that shares our commitment to excellence and to our community.”

Robert Stockhausen, General Manager of UTSA Sports Properties, which manages multimedia rights through Playfly, echoed that sentiment.

“UTSA Sports Properties and Playfly are thrilled to welcome Jumex as a new sponsor. Jumex is UTSA’s first Mexican sponsor and a top-tier producer and purveyor of delicious juices and beverages. We appreciate their support and look forward to Jumex and their brands refreshing our fans for years to come.”

The Significance of This Deal

For UTSA, a program that has steadily grown its football brand since joining Conference USA in 2013 and the American Athletic Conference in 2023, this sponsorship signals an ability to attract partners with strong cultural resonance in San Antonio and beyond.

For the broader college athletics industry, Jumex’s entry illustrates how Hispanic-focused consumer brands are moving into American sports marketing channels, leveraging both community pride and university partnerships to deepen brand engagement.