Latinos in Sports Awards Celebrate Pioneers in Athletics

LOS ANGELES — The second annual Latinos in Sports Awards, a prestigious event celebrating Latino leaders and pioneers in the sports industry, took place on March 14 at Loyola Marymount University.

Among the honorees was Becky G, recognized for her significant contributions to soccer as the owner of Angel City FC. However, the event’s broader vision is driven by Xavier Gutiérrez, the first Latino CEO in NHL history with the former Arizona Coyotes.

“This has been a passion project for me since I was announced as the first Latino CEO in NHL history almost five years ago,” Gutiérrez told the Los Angeles Times in Spanish. “At that moment, I realized I was the only Latino among 153 professional male teams in the U.S. and Canada. I aimed to ensure that I wouldn’t be the last and to open doors for more Latinos to enter leadership positions.”

Originally from Guadalajara, Gutiérrez, now president of the Arizona Coyotes, strives to amplify the visibility of Latino contributions to sports and create more opportunities for Latino voices to be heard. In 2024, along with his friend Pedro Guerrero, he launched Latinos in Sports (LiS), a platform designed to elevate the profile of Latinos in the industry while fostering a support network.

“We wanted a space where we not only celebrate those already making a difference but also serve as a springboard to attract and develop Latino talent in sports,” he explained.

The event in Los Angeles not only recognized outstanding individual achievements but also announced a partnership to launch a sports studies program in conjunction with its Latino studies department. “It will be one of the first of its kind, combining sports analysis with a Latino community perspective,” he said.

In addition to Becky G, executives from prominent teams such as the Rams, Chargers, and LAFC attended, along with leaders in the sports and entertainment sectors. “Many people don’t realize how many Latinos are already in these positions, but they have not been visible,” Gutiérrez commented. “It’s about giving them the recognition they deserve and highlighting the key role they play in the growth of the sports industry.”

Despite progress, Gutiérrez acknowledges that much remains to be done. “My own trajectory is proof that there are more opportunities than before, but we are still underrepresented at the highest levels,” he noted. “When I took over the Coyotes, I was intentional about building a diverse team. Fifty percent of my staff was female. I hired the first Latina marketing director in NHL history and the first Latina chief operating officer in all high-level professional sports.”

In addition to representation in team offices, Gutiérrez emphasizes the necessity of involving Latinos in all facets of the industry. “When I arrived at the NHL, I was asked if Latinos could be interested in hockey. But the reality is they already were. The Kings are a great example of a passionate Latino fan base,” he explained. “The future of sports in the U.S. is young, diverse, and digitally connected, and Latinos are the engine behind that growth.”

Gutiérrez has faced significant challenges throughout his career, including the sale and relocation of the Coyotes to Utah, an experience he describes as “very disappointing but filled with lessons.” Shortly after assuming command of the franchise, all operations were affected by the global COVID-19 pandemic.

Still, he remains committed to the power of sports to create impact. “Sports have the ability to transform communities, drive the economy, and shape culture,” he asserted. “That’s what I want to continue doing with LiS and my new company, Impact X Sports, which aims to partner with investment funds to develop innovative strategies within the industry.”

“Latinos are essential for the future of sports. It’s not just about what’s fair; it’s about what’s necessary for the industry’s growth. Major leagues and teams know this, and we’re here to ensure that the conversation not only continues but drives genuine change,” he concluded.