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Council approves up to $60,000 media buy with Rio Sports Live to promote South Padre Island
Summary
The City Council approved spending up to $60,000 for a marketing partnership with Rio Sports Live for FY 2025–2026; director of marketing Cindy Trevino said the package includes logo placements across 200+ high school broadcasts and 30-second commercial inventory to highlight island events.
The South Padre Island City Council approved a proposal to spend up to $60,000 on a media buy with Rio Sports Live for fiscal year 2025–2026.
Cindy Trevino, the city's director of marketing, described the partnership as a continuation of prior arrangements in which the city's logo appears on sports broadcasts that reach over 200 high schools across the Rio Grande Valley and into markets such as San Antonio and Corpus Christi. Trevino said the current $60,000 package includes on-screen logo placements and will allow Rio Sports Live to produce live broadcasts of island events such as local sporting events, pickleball and potentially the boat parade.
"They put our logo on all the sporting events that they broadcast," Trevino said. "They do broadcast live through over 200 high schools in the Rio Grande Valley." Trevino added that 30-second commercial spots are available and that the city already has 30-second commercials it could deploy once the agreement is finalized.
Council members asked about past spending levels and creative targeting. Trevino said the city historically budgeted $60,000 a year for the program, typically split into two $30,000 semiannual placements. One councilmember urged marketing that is specifically tailored to families and high-school viewers if the city will invest $60,000 to "get eyes on South Padre Island."
A councilmember moved to approve the media buy; another councilmember seconded. The presiding official called for a voice vote; the motion carried.
The approved package covers logo placement and broadcast opportunities across Rio Sports Live's footprint and includes the option for traditional 30-second commercial spots. Trevino said the city will finalize creative and scheduling following the council's approval.
