UTSA becomes first D1 school to partner with Mexican company

The University of Texas at San Antonio (UTSA) has made history by signing a sponsorship deal with Mexico-based juice company Jumex, marking it as the first Division 1 NCAA program to do so. The official announcement will occur during a football game against Texas State University at the Alamodome on Saturday. UTSA's Vice President for Intercollegiate Athletics, Lisa Campos, expressed pride in partnering with a brand that shares their commitment to community and excellence. Jumex's parent company, Vilore Foods, emphasized the need for greater Latino representation in American collegiate sports. Edgar Vargas, Vilore Foods' Director of Growth, stated that this partnership is a significant step in celebrating Hispanic heritage and visibility in athletics.

The collaboration aims to introduce their new sports drink, jUMEX Hydrolit +Advance, to U. S. fans. This sponsorship follows recent trends in sports branding, as demonstrated by the San Antonio Spurs' partnership with a foreign-based company. Such deals highlight the growing intersection of sports and cultural representation, paving the way for more inclusive brand partnerships in collegiate athletics.