This story has been updated.
Mexican juice brand Jumex can be found at grocery and convenience stores across the country. This year, it will also be found in the Alamodome.
University of Texas at San Antonio announced Jumex as an official sponsor Wednesday, making it the first Mexican brand to sponsor a National Collegiate Athletic Association (NCAA) Division I sports team, according to a press release from the school.
UTSA’s football program kicks off its season Saturday at Texas A&M and hosts Texas State in its home opener on Sep. 6. The partnership with Jumex will bring the company’s juice products to tailgating and sampling events and add Jumex branding to signage inside the Alamodome.
A new Jumex product, Hydrolit +Advance, will also be featured as part of the deal.
Jumex was founded in 1961 in Mexico and is headquartered near Mexico City and its products are distributed by Vilore Foods in the United States and Vilore is involved in the sponsorship deal.
“This is a deeply meaningful and game-changing moment for collegiate athletics and our entire Vilore Foods family,” said Edgar R. Ramos, the company’s director of growth and brand development.
Vilore is based in San Antonio.
The partnership will be for the 2025-26 academic year, according to officials.
Correction: An earlier version of this story misidentified the team UTSA is playing for its first game of the season.
