In a historic milestone for college sports and Hispanic representation, Vilore Foods has announced that Jumex, the iconic Mexican juice and nectar brand known for its signature blue can, is now an official sponsor of the University of Texas at San Antonio (UTSA) athletic program. This groundbreaking partnership marks the first time a Mexican brand has sponsored an NCAA Division I athletics program, breaking barriers and celebrating Hispanic culture and school pride in an unprecedented way.
Edgar R. Vargas, Director of Growth and Brand Development at Vilore Foods, expressed the significance of this moment: “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 partnership will span the 2025-2026 academic year, providing Jumex with a strong presence across fall, winter, and spring sports seasons. Roadrunner athletes and fans will enjoy the brand’s high-performance hydration drink, Jumex Hydrolit +Advance, which offers electrolyte replenishment, natural caffeine for sustained energy, and choline for mental clarity. The collaboration officially kicks off at UTSA’s home opener on September 6 against Texas State University, featuring major brand activations including product sampling booths and tailgate experiences.
Inside the Alamodome, Jumex branding will be prominently featured with field-level signage, LED ribbon boards, and in-game videoboard displays. The brand will also be spotlighted through radio integrations during live broadcasts and co-branded highlight reels online and on radio. Additionally, Jumex will launch a robust in-store marketing campaign across key Texas retailers with UTSA-branded promotions, including coupons, sweepstakes, premium swag, and game-day giveaways.
Lisa Campos, UTSA Vice President for Intercollegiate Athletics, highlighted the partnership’s importance: “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, added, “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 refreshing our fans for years to come.”
This partnership not only symbolizes a cultural breakthrough but also strengthens the connection between the Hispanic community and collegiate athletics, bringing a taste of heritage and performance hydration to the forefront of the UTSA sports experience.
