Breaking New Ground: Jumex Becomes First Mexican Brand to Sponsor NCAA Division I Athletics

Breaking New Ground in NCAA Sports

In an inspiring move that has the potential to reshape college athletics and amplify Hispanic representation, Jumex, a beloved Mexican juice and nectar brand, has announced its official sponsorship of the University of Texas at San Antonio (UTSA) Athletics Program. This partnership marks a significant milestone, as Jumex becomes the first Mexican brand in history to sponsor a NCAA Division I athletics program, a feat celebrated by many in the sports industry and beyond.

This groundbreaking announcement was made by Vilore Foods, a key player in the distribution of culturally connected brands, which recognized the importance of this partnership not just for the business, but also for cultural representation. Edgar R. Vargas, the Brand Growth and Development Director at Vilore Foods, expressed the significance of this partnership, stating that it builds on their 40 years of introducing cherished Hispanic products to American households. The team at Vilore sees this sponsorship as a powerful step towards honoring Hispanic heritage and boosting visibility within collegiate athletics.

A Historic Partnership

Officially spanning the 2025-2026 academic year, this partnership not only provides Jumex with a prominent platform during the athletic seasons—fall, winter, and spring—but also furthers its commitment to keep both athletes and fans hydrated. Jumex will showcase its innovative hydration drink, Hydrolit +Advance, which features five essential ions to help replenish electrolytes, alongside natural caffeine for sustained energy and choline for enhanced focus. This product is poised to become a staple for the Roadrunners, UTSA's athletic teams.

The collaboration is set for a grand kickoff during UTSA's opening home game on September 6 against Texas State University, promising brand activations that will include sampling stations and fan engagement experiences. Supporters of UTSA can look forward to live demonstrations that highlight the superior hydration benefits of Hydrolit +Advance. Inside the Alamodome, Jumex's branding will be strategically positioned — from field-level signage to LED panels and in-game video features, ensuring maximum visibility.

Bridging Communities and Cultures

The excitement doesn't stop there; Jumex's commitment to this partnership extends to robust marketing campaigns utilizing UTSA’s official branding. This initiative aims to solidify Hydrolit +Advance as the premier choice among UTSA fans. Elements such as in-store promotions, printed coupons, and giveaway events on game day will engage Texas retailers, making sure that fans are well-equipped to stay hydrated and support their teams.

Lisa Campos, the Vice President of Intercollegiate Athletics at UTSA, shared her enthusiasm, stating, “This partnership with Jumex marks a historic moment for UTSA Athletics. We are proud to join forces with a beloved Mexican brand that aligns with our drive for excellence and our commitment to community.” Likewise, Robert Stockhausen, GM of UTSA Sports Properties, applauded Jumex as a top-quality producer of beverages, reinforcing the importance of their collaboration in refreshing the fan base.

This collaboration not only promises great athletic seasons ahead for UTSA but also celebrates the rich cultural tapestry that Jumex is proud to represent. With its deep roots in tradition and innovation, Jumex aims to continue inspiring connection and community, one sip at a time.

As this new chapter unfolds, the future of collaborative sports sponsorship will undoubtedly see more brands follow suit, driven by the success and impact of Jumex's groundbreaking move in NCAA athletics. To learn more about Vilore Foods and its esteemed range of products, visit Vilore Foods.

About Vilore Foods

Since its inception in 1982, Vilore Foods has built a reputation as a trusted partner in the realm of food distribution, focusing on culturally significant brands. Based in San Antonio, Texas, the company handles a dynamic portfolio that includes valued Hispanic brands such as La Costeña, Jumex, and Totis. With over 40 years in the industry, they continue to navigate complex supply chains while committed to fostering Hispanic heritage in the marketplace.

About Jumex

Established in 1961, Jumex has been at the forefront of sharing Mexico's true flavors through its signature juices and nectars. Known for its iconic blue can, the brand remains committed to quality and consistency, making each sip a representation of Mexican heritage. Operating in over 40 countries, Jumex not only sells beverages but encapsulates the essence of cultural connection through its products.