40 • November / December 2026• abasto.com • GOOD BUSINESS La Costeña and Jumex Expand Their Sponsorship of UTSA Athletics BY ABASTO L a Costeña is ramping up its co- llege marketing strategy. The Mexican grocery brand has tea- med up with Jumex, the juice giant, to expand its sponsorship of UTSA Athletics for the 2026–2027 season. This move builds on a relationship that began last year. At that time, Jumex became the first Mexican be- verage brand to sponsor an NCAA Division I program, according to the press release. Now, La Costeña adds its own mi- lestone to the equation. The com- pany becomes the first official jalape- ño sponsor in NCAA history. This distinction places two brands with deep cultural roots within one of Texas’s fastest-growing athletic pro- grams, according to a press release. Product Sampling at the Heart of the Strategy Unlike traditional agreements based solely on signage, this sponsorship of UTSA Athletics emphasizes expe- riential marketing. Both brands rely on direct product sampling to win over fans. Jumex used game days to introdu- ce its new line of sparkling sodas. The lineup includes Orange, Mango, and Limeade flavors. La Costeña, by contrast, took a di- fferent approach. The brand ancho- red high-visibility campus activa- tions around its core products. These included jalapeños, refried beans, and salsas, the press release notes. This is a pantry-test strategy, not just a branding exercise. The University of Texas at San An- tonio fields 17 intercollegiate sports Two Mexican Brands Strengthen Their Commitment to College Sports as a Division I member of the Ameri- can Athletic Conference, according to UTSA’s own athletics department. That presence gives sponsors fre- quent touchpoints with fans throu- ghout the year. Executives Highlight the Community Connection Company executives emphasized the cultural connection when discussing the agreement. “This sponsorship with UTSA is about passion, flavor, and deep community roots. We’re re- ady to make a big splash for Roadrun- ners fans all year long,” said Jillian Kupfer DeLawyer, chief marketing officer at La Costeña USA. On the UTSA side, the message was si- milar. “San Antonio’s rich cultural iden- tity is at the heart of our university, and our sponsorships reflect the community we represent,” said Tony Nix, general manager of UTSA Sports Properties, ac- cording to the press release. Nix added that partnering with “top-tier Hispanic brands like Jumex and La Costeña” allows the universi- ty to connect meaningfully with its multicultural fan base, according to the press release. For the supermarket and consumer goods industries, this agreement sig- nals something bigger than a single campus. Mexican food and beverage brands are increasingly using college sports to reach young, multicultural consumers directly. Activations focused on product sampling, rather than passive sig- nage, appear to be the preferred strategy. This shift could influence how other Hispanic brands approach product sampling and regional brand-building in the future.