SAN ANTONIO — The UTSA Athletics First Generation campaign was honored for the second time this month, earning first place in the American Marketing Association (AMA) San Antonio Chapter’s Higher Education/K–12 category on June 17 at the annual Marketing Excellence Awards ceremony.
UTSA Senior Associate Vice President for Athletics Development Kurt Pottkotter, Assistant Director for Fan Engagement Israel Vasquez and former UTSA Chief of Staff/Senior Associate Athletics Director for Strategic Initiatives and Brand Advancement Sean Cartell were on hand to accept the award on behalf of UTSA Athletics.
Earlier in June, the UTSA First Gen campaign received the 2025-26 College Sports Communicators (CSC) ChangeMaker Innovation Award at the organization’s annual convention in Las Vegas, Nevada.
The UTSA First Gen campaign highlighted the fact that the university was the first school in the nation to implement specially designed jersey patches on the uniforms and gear for first-generation college student-athletes.
UTSA Athletics has emerged as a national leader in championing first-generation students-athletes, turning a core institutional identity into a powerful storytelling platform. With nearly half of the student body and more than one-third of student-athletes identifying as first generation, “UTSA First Gen” was launched as a campaign that celebrates this community and provides meaningful resources.
The jersey patches were announced in July 2025 and received more than 65,000 impressions on UTSA Athletics social media accounts on the first day. This highly visible symbol sparked national attention from ESPN’s SportsCenter, major sports outlets and higher education media, elevating UTSA’s commitment to access and opportunity.
The campaign extends beyond branding. A dedicated website houses first-generation resources, personal stories and ongoing programming that highlights the experiences of student-athletes. By centering first-generation identity in such a public and celebratory way, UTSA set a new national standard for how athletics can advance institutional mission and student success.
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