For UT-San Antonio, embracing local Hispanic culture "was a no-brainer” in designing marketing campaigns as the nascent FBS program looked to “not only become San Antonio’s team, but to become the team for South Texas,” according to Sam Khan Jr. of ESPN.com. UTSA AD Lynn Hickey said, "That's who we are, and it's something that we're very, very proud of. We're a minority-majority campus. We're very much that way as a city, so we're proud of that." Khan noted UTSA is the FBS school "furthest south in Texas," so it "only makes sense to expand their marketing efforts to that region." UTSA Associate AD/Marketing Jim Goodman said, "When I first started going places wearing a UTSA shirt in Corpus or Laredo or somewhere in South Texas, nobody would say anything to me. When the football program started, I was wearing a UTSA shirt, I had people stop me on the street." Khan noted UTSA had its first "Hispanic Heritage Day" game in '12 and "continues to do so each season." The team "donned jerseys that had 'Los Roadrunners' on the back, to positive responses." It also "had a mariachi band perform alongside the UTSA marching band" for a halftime performance. Goodman noted that UTSA "had agreements to have games broadcast on Spanish-speaking radio stations in the past, and though they didn't reach an agreement this year, they plan to return next year." UTSA has also "paid homage" to the 1835 Battle of Gonzales -- the first of the Texas Revolution. Goodman had the idea to take the "Come and Take It" flag from the battle and "modify it to give it a UTSA flavor, replacing the cannon with a football and the star with the school's Roadrunner logo." Players "have even worn gloves" with the slogan (ESPN.com, 10/15).
