SAN ANTONIO – The UTSA Baseball team recently completed a historic 2025 season that saw the Roadrunners win a school-record 47 games, capture the American Athletic Conference for the first time and advance to the first NCAA Super Regional in school history.
The impact of the Roadrunners’ impressive run in the NCAA postseason brought significant attention to the UTSA Athletics brand on a national scale. Across the UTSA Baseball and UTSA Athletics social media platforms, the two-week period generated 11.8 million combined impressions for the Roadrunners.
After capturing the NCAA Austin Regional for its first NCAA Regional Championship in program history, UTSA was the No. 4 trending sports topic nationally and the No. 7 trending topic overall nationally on X.
Katie Meyers, Assistant AD For Creative Services, and Kaden Chumbley, Assistant Athletics Communications Director, led the UTSA Baseball digital, social media and media strategy. Graphic design direction was led by Matthew Guth while video content was led by Jake Rosas with assistance from Marylin Terrazas and Jacob Ramirez. Elliott Greisen provided broadcast and video support, Ryan Smith added communications assistance while Sean Cartell authored feature content.
Below is a breakdown of the impact of UTSA’s NCAA Tournament success on the brand.
Media Coverage
- Beginning with the NCAA Selection Show on Monday, May 26 and ending with UTSA’s last game on Sunday, June 8, UTSA Baseball received 581 traditional media mentions (print, radio, TV, online).
- Through its earned media impressions, UTSA Baseball reached a total audience of 676.7 million.
- UTSA Baseball received an advertising equivalency value of $13.4 million during this time. Advertising equivalency value is metric that assigns a dollar value to earned media coverage by determining the cost of placing a similar advertisement in the same publication or platform.
Social Media - @UTSABSB
- Beginning Monday, May 26 and ending Sunday, June 8, the three UTSA Baseball (@UTSABSB) platforms (X, Facebook, Instagram) garnered a combined 9 million impressions.
- The UTSA Baseball Instagram account earned 6 million impressions, a reach of 645,603 and 135,000 content interactions.
- The UTSA Baseball Instagram account added 3,380 followers during this span.
- The UTSA Baseball X account recorded 8 million impressions, more than 149,000 engagements and 4,700 link clicks. The engagement rate on the UTSA Baseball X account during this time was 5.4 percent.
- The UTSA Baseball X account grew by 1,301 followers during its NCAA Tournament run.
- The UTSA Baseball X account received 405,667 video views in this span.
- The UTSA Baseball Facebook account earned 5 million views, a reach of 362,644 and 2,802 link clicks.
- The UTSA Baseball Facebook account grew by 2,484 followers during its NCAA Tournament run.
Social Media - @UTSAAthletics
- Beginning Monday, May 26 and ending Sunday, June 8, the UTSA Athletics X, Facebook and Instagram totaled a combined 9 million impressions.
- The UTSA Athletics X account garnered 422,361 impressions, 1,886 link clicks and boasted an engagement rate of 7.7 percent.
- The UTSA Athletics X account grew by 233 followers during this time.
- The UTSA Athletics X account earned 21,194 video views in this span.
- The UTSA Athletics Facebook account charted 2 million views, a reach of 271,700, more than 111,000 impressions and an engagement rate of 9.3 percent.
- The UTSA Athletics Facebook account grew by 540 followers during the NCAA Baseball Tournament.
- The UTSA Athletics Facebook account totaled 19,993 video views in this span.
- The UTSA Athletics Instagram totaled 285,100 views, a reach of 85,600 and an engagement rate of 4.0 percent.
Social Media - @RowdyCreative YouTube
- Beginning Monday, May 26 and ending Sunday, June 8, UTSA Athletics’ Rowdy Creative YouTube page had 33,715 views, more than 150 hours of watch time and added 34 subscribers.
- Eighty-six percent of the UTSA Athletics YouTube views during this time came from individuals not previously subscribed to the account.
- YouTube Shorts during this time garnered 32,200 views.
Content Produced
- The UTSA Baseball content team published 132 posts on X, 106 posts on Instagram and 65 posts on Facebook during the NCAA Tournament run.
- Eleven pieces of extended written feature content, highlighting UTSA Baseball student-athletes and coaches, were published on GoUTSA.com during the NCAA Tournament stretch.
- UTSA Baseball coaches and student-athletes participated in six formal NCAA press conferences and many additional media opportunities.