Ricos new ad in New York’s Times Square. " data-image-caption="
Ricos new ad in New York’s Times Square.
" data-large-file="https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?fit=780%2C663&ssl=1" src="https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?resize=780%2C663&ssl=1" alt class="wp-image-411069" srcset="https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?resize=1024%2C870&ssl=1 1024w, https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?resize=300%2C255&ssl=1 300w, https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?resize=768%2C653&ssl=1 768w, https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?resize=1200%2C1020&ssl=1 1200w, https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?resize=550%2C468&ssl=1 550w, https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?resize=800%2C680&ssl=1 800w, https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?resize=780%2C663&ssl=1 780w, https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?resize=400%2C340&ssl=1 400w, https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos.jpg?w=1454&ssl=1 1454w, https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Ricos-1024x870.jpg?w=370&ssl=1 370w" sizes="(max-width: 780px) 100vw, 780px">
Rico’s new ad in New York’s Times Square. Credit: TikTok / @ricosproducts
Ricos Nacho Cheese Sauce this week brought a little San Antonio flavor to New York’s Times Square.
The snack food brand launched a Spurs-themed digital billboard ad aimed at rallying fans for the team’s NBA Finals matchup against the New York Knicks.
The “Go Spurs Go!” ads began running Monday, June 8, in high-traffic areas near Madison Square Garden as the Spurs prepared for Game 3 of the Finals. Originally scheduled to run for one hour before and after the game, the campaign was expanded to run throughout the day because of high visibility and fan interest.
The digital billboards feature the Spurs’ rallying cry, with the letter “O” replaced by a bowl of Ricos Nacho Cheese Sauce, alongside company branding. The ad campaign cost approximately $45,000, according to MySA.
Ricos products are also sold at Spurs home games and official watch parties.
“We’ve been in San Antonio all our lives, and we love being part of the culture of this city,” a Ricos spokesperson told MySA. “The Spurs are a big part of that. We love serving our nachos to everyone during these celebrations.”
The timing of the campaign followed the Spurs’ losses to the Knicks in Games 1 and 2 in San Antonio, sending the team to New York trailing 0-2 in the series. The Knicks are hosting NBA Finals games for the first time in 27 years, while the Spurs are seeking to rebound in a hostile road environment, according to News 4 San Antonio.
Ricos teased the Times Square takeover on Instagram ahead of Games 3 and 4, prompting widespread reaction from Spurs fans online. Spurs supporters have been ranked among the most polite fan bases in the country, while remaining highly passionate.
“I knew there was a reason why I love their nacho cheese sauce,” Twitter user @FutureMsCollins wrote in response to the ad.
Instagram user @teresa.marie05 added, “Y’all’s nachos are the cherry on top when watching my favorite team play. Thank you, Ricos, for the representation in NYC.”
The digital billboards were scheduled to run through Game 4, with Ricos officials saying the company plans to continue supporting the Spurs throughout the remainder of the Finals and future seasons.
The business started in 1909 as a food market, and became famous in 1976 for inventing concession nachos.
Sign Up for SA Current newsletters.
Follow us: Apple News | Google News | NewsBreak | Reddit | Instagram | Facebook | Twitter | Or sign up for our RSS Feed
Related Stories
[San Antonio Mayor Gina Ortiz Jones ramps up attacks against Charles BarkleySan Antonio Mayor Gina Ortiz Jones speaks during a City Council meeting. " data-image-caption="
San Antonio Mayor Gina Ortiz Jones speaks during a City Council meeting.
" data-large-file="https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2025/09/Screenshot-2025-09-10-at-3.19.12-PM.jpg?fit=780%2C526&ssl=1">](https://www.sacurrent.com/news/san-antonio-news/san-antonio-mayor-gina-ortiz-jones-ramps-up-attacks-against-charles-barkley/)
‘You’re not going to come here, make these ridiculous comments about San Antonio women, when you yourself are not in that great a shape,’ Jones said of the NBA great. Knicks fans attack Spurs supporters, team bus and each other after Finals loss
Knicks fans were caught on camera destroying public property, ripping jerseys from Spurs supporters and attacking the Spurs’ bus as it left. Then they turned on each other. Tickets for Monday’s NBA Finals game between Spurs and Knicks going for as much as $180,000Wemby warms up ahead of Game 3 of the Finals at Madison Square Garden. " data-large-file="https://i0.wp.com/www.sacurrent.com/wp-content/uploads/2026/06/Screenshot-2026-06-08-at-1.37.35-PM-1.png?fit=780%2C519&ssl=1">
‘They can watch it on television … That’s the way life goes,’ President Trump said, drawing comparisons to Marie Antoinette’s ‘Let them eat cake’ quote.