Vilore Foods Brings Jumex to UTSA as Historic Sponsor for 2025

Vilore Foods, the Texas-based leader in distributing iconic Hispanic brands, has achieved a groundbreaking milestone by announcing Jumex, Mexico’s famous juice and nectar brand known for its signature blue can, as the official sponsor of the University of Texas at San Antonio (UTSA) Athletics for the 2025–2026 school year. With this arrangement, Jumex becomes the first Mexican brand ever to sponsor an NCAA Division I athletics program, marking a pivotal moment for college sports, Hispanic heritage, and the San Antonio community.

Representation, Heritage, and New Opportunities

“This is a deeply meaningful and game-changing moment for collegiate athletics and our entire Vilore Foods family,” said Edgar R. Ramos, 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 is emblematic of growing recognition for Hispanic consumers and Hispanic-focused brands in U.S. sports and media, and demonstrates the commercial and cultural influence of companies like Vilore Foods, which also brings La Costeña and Totis snacks to American shelves.

Partnership Details: Season-Long Impact

The sponsorship covers the 2025–2026 academic year, ensuring that Jumex’s logo, brand energy, and new products will appear throughout UTSA’s fall, winter, and spring sports—including football, basketball, and more. UTSA will kick things off with a new season home opener—vs. Texas State at the Alamodome, September 6, 2025.

In-Venue and In-Community Programming

Alamodome Branding: Jumex will have prominent signage on field levels, LED ribbon boards, and in-game videoboard features at the Alamodome.
Game-Day Activation: Tailgaters and fans will enjoy product sampling booths and the chance to try Jumex Hydrolit +Advance, a high-performance hydration drink debuting in Texas with electrolytes, five essential ions, choline, and natural caffeine for sustained energy and mental clarity.
Broadcast & Highlights: Expect live radio integrations, digital highlight reels, and co-branded online features reinforcing the partnership throughout the season.

In-Store and Retail Engagement

Beyond the stadium, Jumex will roll out an in-store marketing campaign throughout Texas, leveraging the official UTSA Roadrunners marks and logos on displays, print collateral, coupons, retail promotions, and branded merchandise. These platforms will position Hydrolit +Advance as “the performance beverage of choice for UTSA fans,” and include game-day sweepstakes, giveaways, and point-of-sale swag at key retailers.

Reaction from Leaders

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

UTSA Sports Properties General Manager Robert Stockhausen, whose group manages multimedia rights with Playfly Sports, affirmed, “Jumex is our first Mexican sponsor and a top-tier producer and purveyor of delicious juices. We appreciate their support and look forward to Jumex refreshing our fans for years to come.”

Cultural Significance and Sports Marketing

This landmark sponsorship is being hailed as a turning point in American sports marketing for Hispanic brands, showcasing how culture-focused companies can drive both visibility and cross-border pride in the NCAA arena. It also embodies the ongoing rise of UTSA as a brand partner in college athletics, now a member of The American Athletic Conference and celebrated for both football and wider athletic growth.

Learn More and Join the Celebration

For more about Vilore Foods, its cultural brand icons (including La Costeña, Jumex, and more), visit vilore.com. Follow Jumex on Instagram for the latest news, products, and glimpses of the UTSA partnership, including activations and retail events. For UTSA sports schedules and updates, visit goutsa.com and follow @UTSAAthletics on X.