Corporate sponsors, regional partners and nonprofit groups used the city’s preshow to describe community programs tied to the McAllen Holiday Parade.

Andre Lozano, marketing and merchandising manager for HEB, said HEB has been a long-time community partner and is proud to present the parade. "Just as your theme this year is across America, HEB is across Texas," Lozano said, adding that HEB contributes programming and in-store holiday products that support community traditions.

Gabe Garcia of Reliant Energy framed the company’s sponsorship as a way to "power our communities," noting his personal ties to McAllen as a former local student. Jeremy Santascohe of McAllen International Airport described a 20% year-over-year growth spurt, saying the airport passed 1,200,000 travelers last year and is on pace to pass one million this year; the airport sponsored a Dallas Cowboy Skybox raffle with travel and game-ticket giveaways.

Sponsors and partners also highlighted charitable elements. Sheriff Eddie Guerra described a joint county toy giveaway with Hidalgo County Precinct 4 Commissioner Ellie Torres on Dec. 17 at the San Carlos CRC that requires no registration, and the city noted food drives and a Thanksgiving dinner program tied to holiday outreach.

Organizers and sponsors emphasized the family focus: floats, celebrity appearances and evening festival programming are designed to keep the event free and accessible, while partners provide logistical support and giveaways for attendees.