LAS CRUCES, N.M. – New Mexico State Director of Athletics Mario Moccia announced the department's first official beer partnership through its multimedia rights holder NM State Sports Properties with Miller Coors for the inaugural Aggie Football Hispanic Heritage Day for the upcoming 2019 season – which will also serve as the home-opener for the Aggies.
 
"Hispanic Heritage Day is a wonderful fit for our community and will kick off the season with a multitude of fan options around the home-opening Aggie Football game," Moccia noted. "Music, food, entertainment and other items will make this a can't miss event for the Las Cruces community and the Borderlands. Partnering with Miller Coors has long been a goal of Aggie Athletics and with our two organizations working together I am sure we will bring extra fan excitement to our games which will motivate the Las Cruces community and beyond to attend all Aggie sporting events throughout the year."
 
Under this new one-year partnership, Miller Coors will have co-branded marketing rights, and presenting sponsorship rights to NM State's first-ever Hispanic Heritage Day; set for Saturday September 14, as Los Aggies take on Las Aztecas of San Diego State at Aggie Memorial Stadium. 
 
Hispanic Heritage Day will include many activities for the community to enjoy such as themed food trucks, live DJ and mariachi bands – including the US Army National Guard Mariachi Band. In addition, world-renowned artist and El Paso native Jari "WERC" Alvarez will be creating a one-of-a-kind NM State themed live mural prior to kick-off inside Aggie Memorial Stadium.
 
"Admiral Beverage along with Coors Light are excited to partner up with New Mexico State Athletics and Learfield IMG College for the upcoming 2019-20 campaign," Admiral Beverage Corporation General Manager Steve Liddell remarked. "We are looking forward to working side-by-side with both Learfield IMG College and the NM State Athletics Department as we further grow the brand presence of Coors Light along with the great New Mexico State athletic teams throughout the southwest region. AGGIE UP!"
 
Hispanic Heritage Day will celebrate the history and culture of Southern New Mexico and Mexico.  Fans can expect Hispanic-themed food, games and entertainment during pre-game activities and a few surprises during the game. Stay up to date with Hispanic Heritage Day by following NM State Aggies or The Las Cruces Hispanic Chamber of Commerce on all social media platforms.
 
"This is an exciting event for our community and New Mexico State University!" said Lorenzo Alba, Board Vice Chairman of the Las Cruces Hispanic Chamber of Commerce. "Hispanic Heritage Day on Catorce de Septiembre weekend and Aggie football, what a great combination. Thank you for allowing us at the Las Cruces Hispanic Chamber of Commerce be a big part of this event. Music, food and football all geared around local culture, what could be more awesome!"