Latinas are inspiring leaders who are changing the game of sports—not only on the field, but as executives at the top. Coming from diverse backgrounds, they each bring unique ideas and perspectives to everything they do, excelling at their business. But more than that, these Latina leaders care deeply about their communities and work to make sports more inclusive and enjoyable for all.
1. Lauren Lopez
National Women’s Soccer League
Lauren Lopez recently joined the National Women’s Soccer League (NWSL) in 2023 as chief people and culture officer, bringing a wealth of experience from her previous role at The New York Times. As the media giant’s first senior vice president of talent management, she was responsible for developing career paths, enhancing performance, and promoting inclusion. Before that role, Lopez had a significant stint with the National Basketball Association (NBA), focusing on human resources initiatives like employee relations and career development as head of talent and engagement.
Now, Lopez works to rid any barriers and biases that may block others from joining the sports industry, whether on the field or in the boardroom.
2. Jennifer Alvarez
Miami Heat
Jennifer Alvarez has been a member of the Miami Heat organization since 2004, when she joined the NBA team as a marketing intern. Twenty years later, Alvarez is now senior vice president of brand and chief creative officer. She leads all marketing projects for the organization and has seen many projects go on to make an impact in the NBA. During the 2015-16 season, Alvarez designed Court Culture, the first NBA-licensed in-house lifestyle apparel brand. Later, she played a large role in the team’s Miami Vice City Edition uniforms. In 2022, she was named a Top 100 Latina Powerhouse by Hola! USA.
3. Azucena Maldonado
Latina Golfers Association
Azucena Maldonado founded the Latina Golfers Association (LGA) sixteen years ago and now the association has grown immensely, boasting more than five thousand members and several partnerships with leading golf organizations.
When Maldonado was first introduced to golf, she noticed the lack of Latinas and women of color in the sport and sought to change that. Her efforts led to significant partnerships with major golf organizations like the Professional Golfers’ Association (PGA) of America, the United States Golf Association (USGA), and Callaway Golf. Maldonado and thirty LGA members were chosen as official ambassadors for the prestigious Solheim Cup in Spain, highlighting the association’s impact. The LGA also runs the Latina Leadership Through Golf program, which helps Latinas use golf to overcome cultural and gender barriers and advance their personal and professional lives.
4. Gloria Nevarez
Mountain West Conference
Gloria Nevarez serves as commissioner of the Mountain West Conference in the National Collegiate Athletic Association (NCAA). With over thirty years of experience in the world of intercollegiate athletics, she is the second ever commissioner of the Mountain West Conference and serves as one of two female conference commissioners in the Football Bowl Subdivision. Nevarez is also the first Latin person to ascend to the commissioner’s chair in Division I.
Nevarez attended the University of Massachusetts Amherst for a degree in sports and fitness administration/management, where she also played basketball as a scholarship athlete. She also earned her Juris Doctor degree from the University of California, Berkley School of Law. Today, she serves on the board of directors for USA Basketball, Women Leaders in College Athletics, and the Women’s Sports Foundation.
5. Leonor Colon
Major League Baseball Players Association
As managing director of player operations for the Major League Baseball Players Association (MLBPA), Leonor Colon has been involved in the baseball world for twenty-four years. She worked the office of Major League Baseball (MLB) as a labor relations assistant and then served as manager of baseball operations at the New York Mets before joining the MLBPA in 2010. She works to protect the players in all domestic and international matters, while also serving as a board member for the Roberto Clemente Foundation, the MLB-MLBPA Youth Development Foundation, Premier Sports Network, and the World Baseball Classic.
6. Alana Meraz
Latinx In Sports
Arizona native Alana Meraz had a passion for sports from a young age, growing up watching soccer and supporting her local MLB team, the Arizona Diamondbacks. In 2020, she founded Latinx In Sports, an organization that focuses on growing Latinx representation in the sports industry. As CEO, Meraz aims to amplify Latinx voices and grow their presence through mentorship, organic connections, and celebrating culture. Today, Latinx In Sports has made a significant impact, with a collective social media following of over 6,500 and a diverse member base of over 850 people—which includes industry veterans, college students, and aspiring sports professionals.
7. Monique Reaves
Rose Bowl Operating Company
Monique Reaves is the first Latina executive of the Rose Bowl Operating Company and also serves as chief revenue officer at the Rose Bowl Stadium. In her role, she manages bookings for various concerts and sporting events, and focuses on increasing revenue, overseeing stadium sponsorships, coordinating enterprise events, and handling sales of premium seating. Reaves made a notable impact on company revenue by arranging a record-setting, two-night sellout concert by Karol G, a distinguished Latina singer. With a career starting going back to 2009, Reaves first gained recognition through a successful internship at America’s Stadium and has since earned praise for her innovative approaches to revenue generation.
8. Erika Ruiz
Klutch Sports Group
As the first Latina agent in the NBA, Erika Ruiz had a love for basketball from the beginning. Growing up in California, she was deeply influenced by her brother and cousin, both avid Los Angeles Lakers fans. Ruiz pursued her interest in basketball through college, playing at St. Mary’s College and Cal State Los Angeles before furthering her education with a master’s in communications management at the University of Southern California.
Her professional journey took off at Creative Artists Agency, where she climbed the ranks from the mailroom to become the first Latina to represent an NBA player. Joining Klutch Sports Group was a significant step in aligning her passion with her career, where she has negotiated record-breaking contracts for players like Fred VanVleet and Jarred Vanderbilt.
Ruiz’s success is not just in her negotiations; it’s in her advocacy for more intentional hiring practices and creating opportunities for people of color in the industry.
9. Marisabel Muñoz
Major League Soccer
Marisabel Muñoz, senior vice president of communications for Major League Soccer (MLS) and Soccer United Marketing (SUM), leads US Hispanic and global communications. She plays a key role in building MLS’s connection with the Hispanic media and growing the league on the global soccer stage. She joined MLS in 2002 as a communications intern, rising through the ranks over a twenty-year tenure at MLS.
Muñoz has been pivotal in orchestrating major soccer events in the US, including Concacaf and the MLS Cup. Under her guidance, her team has excelled in media operations, adapting to challenges like the pandemic. Her contributions extend to enhancing media and broadcast relationships, launching Spanish-language digital platforms for MLS fans, and overseeing publicity for SUM. She has been instrumental in developing popular soccer events, such as the Mexican national team’s US tour and the Leagues Cup.
Recognized as a leader in her field, Muñoz has received accolades from Sports Business Journal, Sports Illustrated, and PRNEWS. She is also involved in women’s advancement in communications and was honored by her alma mater, the Florida International University School of Journalism, in 2022.
Read Santa Brito’s full interview with Marisabel Muñoz
10. Marisol Villagomez
Denver Broncos
Marisol Villagomez has worked in sports for seventeen years. For the last ten years, she has been making an impact on marketing to sports fans at the Denver Broncos, a National Football League (NFL) franchise. In the last two years, she’s been growing their base across the US and Mexico as director of multicultural marketing, in tandem with the NFL’s Global Markets Program (GMP). Under her lead, the team has developed more Spanish-language content, making them one of the first NFL teams with a dedicated Spanish content team. Her work aims to engage Hispanic and Latino audiences, women, and children, understanding their growing importance in the sports world.
In addition to her professional achievements, Villagomez actively supports multicultural communities through volunteer work. She recently co-hosted a free art exhibit to educate others about and celebrate Día de Muertos, highlighting local and national artists at the Denver Performing Arts Complex.
This article was written with the assistance of AI.
