San Antonio / New York / Zapopan, Jalisco, Mexico – Tequila Región De México, a premium tequila brand rooted in contemporary vision, today announced a multiyear partnership with The University of Texas at San Antonio, beginning with the 2026-27 football season. The deal was brokered by UTSA Sports Properties, the exclusive multimedia rights holder for UTSA Athletics, powered by Playfly Sports, the sports industry’s leading revenue maximization company.
Región de México Tequila will serve as the official tequila of UTSA Athletics and include an additional asset mix to support visibility for the brand. As part of the agreement, Región de México will also sponsor football fan zone activations, football LED assets, men’s basketball LED assets, and baseball radio.
“Our tequila is built on one rule: no shortcuts, no disguises,” said Pacho De Luna, a partner of Región de México Tequila. “UTSA lives by that same standard - this partnership was never a question, just a natural fit.”
“This partnership provides us the opportunity to celebrate the Hispanic heritage that is so pivotal to our Roadrunner community,” said Tony Nix, the General Manager of UTSA Sports Properties. “Bringing Región de México Tequila into our UTSA family provides them the opportunity to access our passionate fanbase while building an authentic connection.”
About Región De México Tequila
Región De México Tequila is a 100% pure Blue Agave tequila crafted with tradition and authenticity. With roots dating back to 1850, the brand honors its heritage through the artisanal production process, using masonry ovens for agave cooking, natural fermentation, and careful filtration to preserve the rich flavor and aroma of the Tequilana Weber Azul. Región De México Tequila is made without additives or alterations, ensuring the highest quality. Sourced from the brand’s own Blue Agave fields, every bottle aims to reflect the legacy, history, and passion for producing exceptional tequila.
About UTSA Athletics
The UTSA Department of Intercollegiate Athletics offers 17 sports at the NCAA Division I level as a member of the American Conference. UTSA boasts 88 conference championships, 70 NCAA postseason appearances and more than 70 All-Americans since its inaugural year in 1981-82. UTSA Athletics transforms lives as San Antonio's nationally recognized NCAA Division I program. UTSA Athletics develops champions in the classroom, in competition and in life, while serving as an integral part of the undergraduate student experience, enhancing the visibility of the university and engaging the community. Learn more online at goUTSA.com or on X, Instagram or Facebook.
About UTSA Sports Properties
UTSA Sports Properties is the locally based, exclusive multimedia rightsholder for UTSA Athletics. As a part of the Playfly Sports Properties portfolio of nearly 40 collegiate and high school state association properties, the UTSA Sports Properties team connects brands to UTSA’s passionate and deeply rooted fanbase. Through broadcast, in-arena, experiential, and technology-based marketing and media solutions, Playfly Sports Properties’ fully scalable platform provides marketers unparalleled access to the most highly engaged audiences on a local and national level. Playfly Sports Properties is a division of Playfly Sports. Connect with the UTSA Sports Properties team by visiting goUTSA.com/utsa-sports-properties
About Playfly Sports
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. To learn more, follow Playfly Sports on social media platforms or visit Playfly.com