La Costeña and Jumex Team Up For Landmark UTSA Athletics Sponsorship

La Costeña Joins Jumex for the 2026–2027 UTSA Athletics Season, Delivering Multi-Sport Game-Day Experiences and Campus Activations

SAN ANTONIO (September 25, 2026) — La Costeña and Jumex today announced an expanded sponsorship with The University of Texas at San Antonio’s (UTSA) athletic program for the 2026–2027 season. Building on Jumex’s status as the first Mexican beverage brand to sponsor an NCAA program, Mexican food brand La Costeña joins UTSA Athletics as the first official jalapeño sponsor in NCAA history.

Together, La Costeña and Jumex will engage Roadrunner fans across fall, winter, and spring sports, seamlessly blending authentic Mexican foods and beverages throughout the athletic season. Through UTSA Sports Properties, the deal was brokered by Playfly Sports, the exclusive multimedia rights holder for UTSA Athletics and the sports industry’s leading revenue maximization company.

“This sponsorship with UTSA is all about passion, flavor, and deep community roots. We’re ready to show up big for Roadrunner fans all year long,” said Jillian Kupfer DeLawyer, Chief Marketing Officer of La Costeña USA.

The sponsorship for both brands kicked off at the start of the football season with Jumex hosting an activation for the season-opening Sept. 5 game, featuring interactive games and prizes, and sampling of the new Sparkling Sodas line. Additionally, both brands had separate activations during UTSA’s Hispanic Heritage Game week which kicked off Sept. 21. La Costeña took part in the UTSA Athletics Gameday Countdown on Sept. 23 with an activation that included sampling mini taquitos with the brand’s popular refried beans, Homestyle Mexican Salsa, Green Salsa, and signature nacho jalapeños.

Fans can continue to see prominent signage of La Costeña during football and baseball games, while Jumex will continue to have a presence during football games. Both brands will also be spotlighted through different online and radio integrations. “San Antonio’s rich cultural identity is at the core of our university, and our sponsorships reflect the community we represent," said Tony Nix, General Manager of UTSA Sports Properties. “Aligning with premier Hispanic brands like Jumex and La Costeña allows us to meaningfully connect with our multicultural student body and fan base, creating an authentic game-day atmosphere that honors heritage both on and off the field.”

For more information about each brand, visit La Costeña and Jumex.

About La Costeña 

La Costeña® is a storied Mexican food brand with a legacy that began in 1923. Founded by Don Vicente López Resines, the brand started as a small grocery store famous for its serrano peppers and long peppers in vinegar. As the brand's popularity grew, it expanded from its original Mexico City location to a larger facility in Ecatepec, which remains its main production site today.

Over the years, La Costeña® has made significant advancements. They were among the first to adopt lead-free electrostatically sealed containers, enhancing product safety and environmental responsibility. Additionally, the brand introduced the "easy open" system and embraced modern packaging technologies, including aseptic cartons and automated distribution centers. Their commitment to quality has been recognized with various industry awards.

About Jumex

Since 1961, Jumex has been sharing the authentic flavors of Mexico with the world through its signature juices, nectars, and beverages. Known for its iconic blue can and commitment to quality, Jumex blends tradition, innovation, and the freshest ingredients to create drinks that connect generations and cultures. Headquartered in Mexico and enjoyed in over 40 countries, Jumex is more than a beverage — it’s a taste of heritage. From our carefully sourced fruits to our dedication to flavor consistency, every sip reflects our passion for excellence and our mission to bring a little piece of Mexico to tables everywhere. With decades of expertise, a strong presence in multicultural markets, and a growing portfolio of products, Jumex continues to inspire moments of joy and connection, one can at a time.

About Playfly

Playfly Sports, the sports industry’s leading revenue maximization company, drives growth for its partners across the sports ecosystem – including 2,000+ brands, 100+ professional teams, 65+ college athletic departments, all U.S. local sports networks and associated streaming platforms, and other marquee properties. Its fan engagement platform allows its partners to reach and engage over 85% of all U.S sports fans. Playfly builds and implements custom strategies across media, sponsorship, premium experiences, ticketing and fan engagement offerings through proprietary data, innovative technology and compelling storytelling. Playfly operates an expansive portfolio of services with a data-driven and fan-focused approach to maximize revenue yield in key growth areas, such as media, sponsorship, ticketing, premium experiences and fan engagement offerings. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states and internationally dedicated to maximizing the impact of highly passionate local sports fans. The company has been named a Best Place to Work in Sports by Sports Business Journal, Front Office Sports, and Newsweek. 

###