Posted on April 17, 2025 by Rebekah Alegria
For Amanda Sendejo, ’23, success isn’t just about winning in the ring; it’s about building a brand. Sendejo, who graduated with a degree in marketing, made her debut as a professional boxer earlier this year.
Amanda Sendejo, B.B.A. Marketing '23
From shaping her identity as an athlete to engaging with fans, she applies the same principles of branding she learned in the classroom to carve out her place in the boxing world.
Amanda Sendejo’s passion for boxing was ignited by her older brothers, who trained and competed while she grew up watching from the sidelines. When she finally laced up the gloves herself at the age of 17, she knew she had found her calling. After a successful amateur career, including becoming a two-time National Champion, she officially transitioned to the professional level. She made her professional boxing debut at the Boeing Center at Tech Port in San Antonio earlier this year, marking a milestone moment in her career.
Not only did Sendejo make her long-awaited debut, but she also secured her first professional victory. The win was a culmination of years of hard work, perseverance and dedication. “It’s a surreal moment,” she shared. “I’ve dreamed of this for so long, and to step into that ring and come out with a win means everything.”
A big part of her resilience, she says, comes from her faith. “I wore Mark 9:23 on the front of my trunks ‘Anything is possible to him who believes’ because with God and faith, we can do anything we set our minds to,” she said. “It’s how I stay balanced through everything—training, school, life. It’s part of who I am.”
A Floresville, Texas native, Sendejo grew up in a family where college wasn’t the typical path. Determined to set a new precedent, she became the first in her family to earn a degree. “My parents always wanted to go to college, but never had the chance,” Sendejo shared. “I took it upon myself to make that happen.”
While pursuing her marketing degree, Sendejo recognized how her academic training and athletic ambitions intertwined. “As a boxer, you’re constantly marketing yourself,” she explained. “Branding, storytelling and relatability are key—not just in business, but in sports, too.”
Her experiences at UTSA, along with roles working with the San Antonio Spurs and San Antonio FC, gave her firsthand exposure to the sports business world. “I saw how athletes build their personal brands and how marketing plays a huge role in engagement,” she said. “That perspective really shaped the way I approach my own career.”
Despite the excitement, the journey wasn’t without challenges. Unlike student-athletes in traditional collegiate sports, Sendejo had to balance academics with an independent training schedule. “There were times when I’d be taking final exams while preparing for national tournaments,” she recalled. “It took a lot of discipline and support from my family and coaches to manage both.”
As she steps into this next phase of her career, Sendejo has her eye set on more than just titles. “I want to show women that they belong in this sport,” she said. “Boxing has come a long way, but there’s still work to do in gaining respect for female fighters. I want to open doors for other women and show that anything is possible.”
While boxing is her primary focus, Sendejo sees herself staying in the sports industry long-term, whether through marketing, commentary or business operations. “I can’t box forever,” she admitted with a laugh, “but I’ll always be involved in sports in some way.”
— Rebekah Alegria
