Kevynne Aleman
UTRGV Athletics has rapidly expanded the Vaqueros brand these past three years. From my time working at Vaquero Radio, I’ve been able to cover stories on the new Vaquero products. The products released in the last six months include Los Vaqueros Beer, Tio Pelon’s Vaquero Especial Salsa and the McAllen Airport partnership.
My role is to report and publish stories on sports news and when I pitch stories for the news, sometimes the sports schedule is a little dead. However, since these products are created by the UTRGV Athletic Department, it allows me to relate the products to sports.
I’ve learned through these products that UTRGV is a growing university. Since the university is located in a small town, it is often overlooked by others who are not valley natives. Even people who are born and raised in the Valley do not notice the potential and growth UTRGV is partaking in.
Let’s start with the Los Vaqueros Beer, UTRGV partnered with a local valley brewing company called 5X5 Brewing Co. Having a local company is always great, not just for the business, but to show that you want the community involved.
Next, the recent Vaquero Especial Salsa again partnered with a company whose founder and co-founder are valley natives. Also, the co-founder, Noe Molina, is an alumni of the University of Texas Pan-American, which is now what we know as UTRGV.
This is another way to network and branch out as a university. The two products are great to try. My personal favorite is the salsa because it is actually a spicy salsa. I’m a big fan of spicy things, so the salsa hits the spot. The beer has an acquired taste if you’re into the kölsch beer style.
The final brand that UTRGV has made is its partnership with the McAllen International Airport. So, this was a collaboration with McAllen to allow the airport UTRGV Athletics to be the official airport used for athletics. Although there aren’t discounted flights for students, it’s still a great way to promote the university. Once travelers touchdown at the airport, one of the first things they will see is our logo.
The whole athletic department, marketing and communication team is doing a great job putting UTRGV on the map and not just an “affordable” school to attend. They want to make you feel a part of something. They want exposure to the school and brand.
