Game Changers Latinas Transforming the Sports World
By Melissa Barrera
Sports has traditionally been considered a man’s world. Since sports leagues began, they have been filled with men on their rosters, both on the field and behind the scenes. However, since the passing of Title IX in 1972, the number of women involved in the sports industry has increased exponentially. As more girls are being exposed to and getting involved in sports at a young age, they are turning that experience on the court or field into an advantage behind-the-scenes as well. Today, we see women involved in sports at every level and in various roles - player, coach, marketing, social media, agent, manager, and owner - and many of them are Latinas. What inspired these trailblazers? How did they find their way? And what advice do they have for those who wish to follow in their footsteps?
Alison Ramirez, Corporate Partnership Marketing Coordinator, Dallas Cowboys
Iris Diaz Chief Marketing Officer, Dallas Mavericks
Every year on the last day of school, Iris Diaz’s parents would pick her and her siblings up from school to head down south to visit family in San Luis Potosi, Mexico. It was during those visits that she was exposed to the Spanish language, cultural values, and traditional celebrations that are still a huge part of her life.
One of those traditions was watching the World Cup with her family and neighbors every four years. Diaz says her passion for sports came from watching “the hype and tradition around the World Cup, the biggest event in the world,” and the excitement, passion, and sense of family she felt watching soccer as a child cultivated her desire to be involved in sports as an adult, a desire Diaz has seen come to fruition as Chief Marketing Officer for the Dallas Mavericks, the first Latina in this role for the Mavs and the only Latina CMO in the NBA.
Diaz’s first role as a marketing executive was for Al Día, a Spanish newspaper published by The Dallas Morning News. At that time, Diaz says with a chuckle, “I had no idea what marketing was…especially for a newspaper” and after her interview, she was surprised to have received an offer. One of the reasons she got the job, she shares, was that her then-boss said, “You weren’t the best skilled, but you had the best attitude to learn.”
As CMO for the Mavericks, Diaz is most proud of building a team from scratch. There were only two people working in marketing when she started with the Mavs, and the department now boasts a team of 25. Better yet is the fact that the team she put together is diverse in gender and ethnicity/culture. “We need to continue to make sure that our employees reflect our fans, that look like them and consume like them,” she explains.
It took Diaz 16 years to find her place with the Dallas Mavericks. Perseverance and hard work helped open the door for her. She encourages Latinas seeking to find their place in sports to make connections and keep knocking on doors.
“Who you know is so important,” she states. And once they find their way in the door, “leave the door open for more Latinas to come. Pay it forward. Help each other…someone did it for you.”
Alison Ramirez, Corporate Partnership Marketing Coordinator for the Dallas Cowboys, grew up with parents who encouraged her to do what she loved, and as the youngest child in a house full of boys, what she loved was sports. Basketball was her first love, and she dreamed of playing professionally. After a knee injury derailed that goal, she began looking for other ways to turn her love for sports into a career path.
“My parents came here [to the U.S.] to provide me an education and the opportunity to do what I would love to do rather than what drove their decisions” she shares. “Which were based on needs and survival.”
Ramirez’s upbringing, rooted in traditional Mexican values, taught her to put her family first, to be grateful for every opportunity life throws your way, and to work hard.
Her parents stressed: “You reap what you sow, so your hard work is always going to pay off,” she shares. While a student at Southern Methodist University, one of Ramirez’s professors emphasized the importance of connections. “If you want to be in sports, it’s all about who you know, not what you know,” her professor told her. Ramirez began volunteering at events related with sports, learning about the sports industry, meeting people, and making connections.
One of those connections was with someone from the Dallas Cowboys, or as she called him, “the guy wearing the blue star.” Over the next four years, he became a mentor, and assisted her in securing her position within the company.
“Being a part of an organization that brings joy to people and unites fans and families through sport, win or lose, is something that I really enjoy,” Ramirez states. She also appreciates being able to apply her parents’ native language and culture to the Cowboys recent expansion into Mexico.
“I've always wanted to be able to speak Spanish in the business world,” she shares, and is excited about “bringing the power and the magic of the star” to the Mexican fans.
As part of the Cowboys organization, Ramirez is excited about working alongside other Latinas and believes there is room for more. She advises women to ask for help when they need it. “Ask questions. Ask for help. If you reach out to others, they will help you. Don’t be scared.”
Ramirez is proud to stand on the shoulders of giants, which for her are the women who have paved the way for her to be in the role she is now. It’s not hard to imagine that in a few years from now, someone will say the same of her.
Stephanie Gaytan, Manager of Corporate Partnership Sales, Dallas Cowboys
Ever since she was a little girl, Stephanie Gaytan loved being around the action. Whether she was following her dad around on the golf course, cheering for the St. Louis Cardinals, or cheering for the Crimson Tide during her days at the University of Alabama, Gaytan was drawn to the excitement that surrounded sporting events. So, it’s no surprise that she finds herself right in the thick of it as part of the Dallas Cowboys, the most profitable team in the National Football League.
In her role as Manager of Corporate Sponsorships, much of that action comes from building relationships with the various executives and brand representatives that partner with the Cowboys to help make them America’s Team. In fact, Gaytan says that relationship building is the best part of her current role. Knowing how to “put myself in the right room and leverage the Cowboys’ name to build partnerships.”
Coming from a large bi-cultural family - her father is from Michoacán, Mexico, and her mother grew up in St. Louis, Missouri - Gaytan learned early that relationships matter, and she fully embraced both sides of her cultural background. This has given her an edge, professionally-speaking. As the NLF continues to expand its global footprint, especially in Mexico, the football giant is looking for people who understand both the business and cultural components of how work is done. Gaytan certainly fits that description, as in her first year on the team, she landed several key partnerships due to her specialized knowledge and background.
In spite of her success, Gaytan says it’s easy to question whether she belongs. “Imposter syndrome is real, as is the pressure to create value.” However, the values, advice, and counsel given by her parents help keep her focused, and she embraces the “Never give up. Never doubt yourself. Si se puede” mentality in every aspect of her life.
As more Latinas look to enter the wide world of sports, she encourages other Latinas to do the same. Gaytan says, “The future is bright” for those who are looking to break into the sports world and offers this advice, “Be intentional, understand your why, and network. Get a look at how things run, and then be relentless at finding a way in.”
Janera Martinez, Footwear Process Engineer, Nike
It was her desire to make things more efficient that turned her academic career toward engineering. She focuses on order, best practices, and asks herself, “Is this the most optimal way to do things?”
With this type of thinking, it’s easy to understand how Martinez looked to combine her passion for efficiency with her love for sports. A stop at the Nike booth during a college job fair led to an internship, followed by a full-time position a short time later.
Proud of her role at Nike, Martinez has been intentional about changing expectations for what an engineer should look like. She has encountered unconscious bias along her career journey and as a result “decided to expose others to see beyond their expectations for what an engineer is.”
“So often we think that in order to fit into a sports culture, we need to know everything about that sport,” she shares.
Martinez explains that because she grew up watching Mexican/Latin American sports with her dad, she didn’t have a great deal of knowledge of American sports and saw this as an area of insecurity when she started working for Nike. However, she came to realize that she could provide something others couldn’t - a wealth of knowledge of Latin American sports, which was an added value as part of a global company. She encourages Latinas to “stop trying to fit into a box that isn’t naturally you.” Instead, she offers, “find what makes you different and how that allows you to add value where you are.”
Jasmin Marquez, Head of Music Licensing & Strategy, NBA
“Everyone has different business models and parameters for how or when they use music,” she shares. “I'm constantly learning and nuancing the music landscape to fit those needs, which is a welcome challenge in my role. I love figuring out how to merge two very different industries to come together and make it work.”
Born in Brooklyn, New York to Puerto Rican parents, Marquez grew up surrounded by family. She credits her deep Latino roots with providing her with the foundation needed to “show up professionally as strong, proud, and intentional.” Her values are rooted in being the best version of herself, which allows her to learn and evolve, yet not take herself too seriously.
She encourages other Latinas to “show up as your authentic self, and do not negotiate your values, character or intelligence.” She stresses that you should never take no for an answer without pressing for an explanation.
“Then turn that explanation into a rationale for it to become at least a maybe,” she elaborates. “Ask a lot of questions from more tenured colleagues, and stay at the pulse of what’s happening with your peers. We have to take ownership as a culture and make sure that our girls are involved in sports at a young age. The only way we’re going to see growth for Latinas in sports is to encourage their participation.”
Patricia Mejia, Vice President of Inclusive Engagement, San Antonio Spurs & Entertainment
Mejia was born and raised in Corpus Christi, TX, a mere two hours away from Spurs home-base, so it’s only natural that she grew up a Spurs fan.
“I have been a Spurs fan for over 20 years - through the championships and through the years of building,” she shares. “Throughout that time, I have also witnessed [the Spurs are] a values-driven organization that wants to show up not just in community but FOR community.”
Some of the ways she has helped the team “show up” is through the creation of a program that honors community heroes, raising awareness of community needs, and creating spaces “for all to become champions in their own families by providing access, healing, and belonging.” She feels incredibly blessed to work for a team that is actively “working to make sure barriers are removed and opportunities are given.”
Like the Spurs, Mejia wants to build community among Latinas, helping remove barriers and providing opportunities for Latinas who aim to enter into the sports world. She says, “sports are familia, a concept that Latinas know and understand. With one step in front of the other – with women opening the doors behind them – vamos a brillar…we are going to shine in the sports industry and continue to move in spaces that may not have been designed for us.”
Marilyn Davis, Vice President of People Operations, The Los Angeles Dodgers
Paulina Pandura, Recruiting Coordinator, Oklahoma City Thunder
As a Footwear Process Engineer for Nike, Janera Martinez works on the manufacturing processes for midsoles, outsoles, and molded components that go on the Nike footwear.
It’s not what one would consider a traditional role for a young Latina, but Martinez has always been one to blaze her own trail.
Martinez has been involved in sports since she was young. She discovered her drive and competitive nature through track, gymnastics, and soccer. Every summer, Martinez would visit her extended family in Mexico City, where she joined boys’ leagues for an opportunity to play “the beautiful game.” But it was her mother’s chance assignment to Malaysia for the State Department that exposed her to the game that would capture her heart - rugby. Not only did she win Female Athlete of the Year during her time abroad, she continues to play competitively as part of a team in Portland.
As a child, Jasmin Martinez dreamed of pursuing dance professionally. She was well on her way to making that dream come true when she was accepted to New York’s prestigious LaGuardia High School of Performing Arts. Her life, however, took a different turn, and she found herself pursuing a career in the music industry instead.
After spending some time working with a music label and later HBO Go, Martinez recognized that she always had a passion for basketball, so she took a leap of faith and applied for a position with the NBA, but when that didn’t go the way she hoped, the NBA recruiter recommended a different position that was right up her alley, and as she says, “the rest is history.” As Head of Music Licensing and Strategy for the NBA, Martinez oversees all aspects of music licensing across the league, including ancillary leagues and teams. One of the best things about her role draws on her natural instinct as a problem-solver.
VP of Inclusive Engagement for the San Antonio Spurs, Patricia Mejia seeks to make an impact in her role by asking herself one question: “How do we use this incredible platform in a meaningful way to serve community?” On the surface, it may seem like a simple question, but because the Spurs have one of the most devoted and connected fanbases in the NBA, Mejia feels it’s important to “show up for community in the same way it shows up [for the Spurs].” That’s a tall order, but one that Mejia works diligently to answer every day. As someone who leads a faith-filled life, Mejia believes that faith led her to her current position.
“When you listen closely,” she shares. “The Creator places you where you need to be.”
That faith brought her to the Spurs organization, where she can center on corazón and comunidad! “I have always known our time here is not really about ourselves – instead it is about what we can do to serve othe,” she shares. “When you allow your authentic self to shine through – people are drawn in and want you on their team.”
Marilyn Davis’ love for baseball was cultivated from an early age. She grew up watching baseball with her mother, grandparents, and extended family. “We breathed baseball,” she says. “It was just a part of my Cuban upbringing.”
Davis attended her first baseball game at Dodger Stadium when she was in middle school. Years later, Davis now finds herself not just a fan of baseball but as the VP of People Operations for the Dodgers. It is a role that she never pictured for herself. “Never in my wildest dreams,” she says. In her current role, Davis is tasked with establishing the vision and direction for the human capital programs and policies for the entire organization. While she fills many roles, the most rewarding aspect of her job is “the opportunity to blend my passion for sports with my expertise in human resources and organizational development.” She loves playing a part in shaping the team’s culture and “fostering an environment where employees can thrive.”
Her Latino roots “have profoundly shaped the professional I have become, infusing my journey with values that are deeply ingrained in my Cuban heritage,” she shares. “One of the most significant influences has been the emphasis on a strong work ethic.” Her parents and extended family showed her what it was to work hard, and their dedication and perseverance instilled in her the “belief that hard work is not just a means to an end, but a fundamental aspect of personal integrity and success.”
She was able to apply those same values to her professional life, and as a result was able to break through the glass ceiling in the sports world. However, there have been many challenges and obstacles she has had to overcome along the way, especially as a woman and Latina in a male-dominated industry as opportunities for advancement have been limited.
According to Davis, she was able to overcome these obstacles through resilience, determination and a strong belief in herself and her abilities and that each challenge she faced along the way have helped shape her into the leader she is today.
Davis believes that the future of sports for Latinas is bright, with many opportunities for growth, empowerment, and representation.
“As we continue to see advancements in gender equality and diversity, Latinas are increasingly making their mark across various sports and roles within the sports industry,” she says.
She offers this advice for those looking to make a mark of their own: “Believe in yourself - have confidence in your abilities and believe that you belong in the sports world; seek mentorship and support - surround yourself with mentors, allies, and a supportive network who can provide guidance;, and embrace opportunities for learning and growth - be willing to learn from every experience, whether it’s a success or a setback.”
Sara Perez, Director of Basketball Communications, Minnesota Timberwolves
As Director of Basketball Communications for the Minnesota Timberwolves, Sara Perez helps share stories of the players and coaches she works with, but her own story is quite inspirational. Growing up, Perez had two goals - to play basketball collegiately and then for the WNBA. She accomplished the first as a member of the women’s team at Siena Heights University and The University of Michigan - Dearborn. When it became apparent to her that the second goal wasn’t meant to be, she began to look for other ways to stay involved with the sports world.
After graduating from college, Perez worked several stints in public relations with various football organizations, but her end-goal was to find a position with a professional basketball team. So, she took a game-day position with the Detroit Pistons, determined to parlay it into something more.
That determination paid off during halftime of a Pistons - Timberwolves game when she introduced herself to members of the Timberwolves communications team. After a brief conversation letting them know she was interested in their coordinator position, she landed an interview, which was followed by another, until she was offered the job.
For Perez, learning to make connections was instrumental in landing that role, which is something she would not have done during the early stages of her career.
“I was so focused on building up myself and doing it myself, not utilizing my connections,” she says, but now tells others to leverage them because “relationships get you where you’re going.”
One of the highlights of her story came in 2018 when she was selected by her PR counterparts to be a part of the NBA’s PR Advisory Board, an organization made up of 13-15 PR representatives who weigh-in on decision making and guidelines for media standards throughout the League. “It is a great honor and opportunity to represent the Minnesota Timberwolves on the league level,” Perez shares.
Another one of the best parts of her job is interacting with coaches and players on a daily basis, which allows her to get to know them not just as players but as people.
“The most exciting thing for me is when I get to witness great parts of their personalities and what they’re interested in or passionate about off court that makes them relatable to our fans,” she shares. “And I can help them tell that story.”
Storytelling has always been an integral part of Perez’s life. In fact, her family’s story is recorded in what she proudly refers to as her “Book of Ancestral Roots,” which lists names, birthdates, and birth locations for five generations. Based on what she’s accomplished thus far, she still has lots of stories to tell.
As a first-generation college student, Paulina Panduro didn’t have a lot of opportunities for extracurricular activities or internships. While she did enjoy watching Kobe and Shaq “put in work on the court” or cheering while Las Chivas goalkeeper Oswaldo Sanchez defended goal, she had her hands full balancing family, school, and work. Her ability to multi-task is what led her, in part, to her career with the NBA’s Oklahoma City Thunder. She started out as a Benefits Assistant, grew to be the Benefits Coordinator, which eventually led to her current position as Recruiting Coordinator, a position she was first to fill.
As Recruiting Coordinator, Panduro takes pride in hiring the best talent for the various positions for the Thunder, relying on her experience to diversify recruiting pipelines and provide creative and innovative recruiting strategies. She feels this ensures that each candidate is viewed through “an unbiased lens.”
As a first-generation college student, Paulina Panduro didn’t have a lot of opportunities for extracurricular activities or internships. While she did enjoy watching Kobe and Shaq “put in work on the court” or cheering while Las Chivas goalkeeper Oswaldo Sanchez defended goal, she had her hands full balancing family, school, and work. Her ability to multi-task is what led her, in part, to her career with the NBA’s Oklahoma City Thunder. She started out as a Benefits Assistant, grew to be the Benefits Coordinator, which eventually led to her current position as Recruiting Coordinator, a position she was first to fill.
As Recruiting Coordinator, Panduro takes pride in hiring the best talent for the various positions for the Thunder, relying on her experience to diversify recruiting pipelines and provide creative and innovative recruiting strategies. She feels this ensures that each candidate is viewed through “an unbiased lens.”
Emilie Vargas, Community Relations Coordinator, D.C. United
From creating community initiatives to organizing and planning events related to soccer programs, Emilie Vargas, Community Relations Coordinator at D.C. United, takes pride in providing access for the DMV youth and Hispanic community through in and out of school programming. Whether it's through a soccer clinic or an empowerment workshop with soccer players, Vargas believes that having both the educational component and the physical activity through a sport—soccer, in her case—is providing access.
“This role involves immersing myself in the DMV community to discover how we can best elevate the mission of our community partners,” she shares. “This involves providing essential resources, player engagement, volunteer opportunities, and creating meaningful partnerships. I lead our signature programs, Raise a Toast and Soccer & Soar which foster connections within our community guided by our values of Empowerment, Opportunity, and Service.”
It never occurred to Vargas to view sports as a business or as a career. She didn't start to notice opportunities until her junior year of college, when she chose her major. However, having access to a network and a community that she had never tapped into, was a challenge.
It never occurred to Vargas to view sports as a business or as a career. She didn't start to notice opportunities until her junior year of college, when she chose her major. However, having access to a network and a community that she had never tapped into, was a challenge.
“I had to overcome it,” she shares. “It's no secret that sports are a male dominated industry, but I've had the great opportunity to learn from such incredible women, and knowing that they're always open to giving advice, opening doors for you, and building that network. I think the DMV is a really special place. And our goal, whether it's through D.C. United Community Relations or the D.C. United Foundation, is to use soccer as a platform to build stronger communities and create measurable impact. And so, for the future, I hope to keep building those relationships and leveraging our platform because there's a lot of good we can do to continue to drive our community forward.”
Vargas, a Latina of Colombian origin, knew she wanted to work in the Hispanic community from a young age. She now says that her career and life have benefited from the values and work ethic that her parents, who run a small business, instilled in her.
“My parents embody this idea of the American dream,” she shares. “They came here, they started a small business and have been able to open so many doors for our family and have done so with pride and never forgetting where they come from, using their Hispanic roots to their advantage and meeting obstacles head on. I knew the power of business and sport as a platform, I just didn't know how to bridge those two.”
Being able to contribute to the impact in the community is what Vargas loves most about her work. Today Vargas believes the future for Latinas and women in general, is bright.
“Any program that we run; we are present,” she shares. “We're listening to the community, we're listening to what they need, or what they would want from us. And I've had the opportunity to meet community champions, diverse small business owners, and Latinx leaders with so many incredible stories and getting to be a small part of their journey is really important to me.”
Her advice for Latinas aspiring to enter the sports world is to keep asking questions, keep connecting with people, and to not be afraid to push themselves outside their comfort zones.
“Hold on to your authentic voice and your identity,” she shares. “Because it's really important moving forward in your personal and professional development. I think a lot of women, if not all the women in this industry, are open and receptive to being mentors and opening those doors. My advice to them would just be keep pushing, don't lose sight of who you are, walk through doors with pride in your identity. And just keep asking questions.”
Andrea Nuñez, Strength and Conditioning Coordinator, Ultimate Fighting Championship (UFC)
Andrea Nuñez has never been one to back down from a challenge. At just four-years-old, she started participating in sports. She ran track, played t-ball, soccer, volleyball, and softball throughout elementary, middle school and high school, and eventually earned a full scholarship to play volleyball at New Mexico Highlands University.
In her career as a strength and conditioning coach, she continues to face challenges. Nuñez is one of a handful of women working as a strength and conditioning coach in professional sports, yet in spite of the lack of representation in her chosen field, she became the first Latina S&C coach in professional baseball in 2018 and was named S&C Coach of the Year for the Professional Baseball Strength and Conditioning Coaches Society the following year. After working in professional baseball and soccer, Nuñez now works as a S&C Coordinator for UFC Mexico. No matter the sport, it’s clear that Nuñez has found her place in helping athletes reach their full potential.
“The best part of strength and conditioning is helping athletes realize that they are stronger than they think they are…to be able to see the long-term development of a lot of the athletes I have had the honor to work with has been an experience full of amazing memories,” she shares.
Nuñez acknowledges that dealing with discrimination based on both her gender and race has presented a challenge. Being a woman of color in a predominantly white-lead sport hasn’t been the easiest thing to deal with, but she is “constantly looking for ways to connect with people on a human level and then how to connect their sport to what they do in the weight room.”
She credits her Latino roots with shaping her as a person and believes the future in sports for Latinas looks bright.
”A number of us have paved the way so those behind us don’t have to go through the same struggles,” she shares. “I am hopeful that we have overcome those obstacles so that they can have a much better experience.”
Her advice to Latinas entering the world of sports would be to remind them, “You were not born to fit into a box, therefore never allow anybody to force you into one. You belong in every space that you walk into…soak it all in,” she shares. “The journey is amazing!”
Alana Meraz, Founder Latinx in Sports
In October 2020, Alana Meraz decided to create Latinx in Sports, a social media account that would highlight front office professionals in the sports world. She thought it would be easy for her to find people to highlight, but realized she was wrong when it took more digging than she anticipated to be able to highlight one per day for Hispanic Heritage Month.
Not long after, the account started to gain traction, with Latinx professionals reaching out to ask if they could nominate colleagues to be featured. Meraz says this led to yet another idea - the formation of a group of Latinx sports professionals to highlight the work being done as well as creating networking and learning opportunities for people already in the industry, those wanting to be a part of it, and young people considering it as a potential career path.
In the short time since their inception, the organization has hosted over 20 events, both virtual and in-person, to serve a membership of over 1100 Latinx professionals. Just three years after it was founded, Meraz proudly shares, “[Latinx in Sports is] now a 501c3 organization, and our mission is to keep growing, highlighting our community and helping the next generation find their place in the sports industry.”
Though there are many things that Meraz enjoys as head of LIS, the thing she loves most is hearing the success stories. “I really enjoy learning how a person got to where they are, the challenges they faced and the lessons they learned.” Additionally, she enjoys taking that knowledge and using it to make connections within the community or introduce like-minded individuals. “This community is something that I looked for when I was up and coming, and I am so happy to provide that to young Latinas.”
Admittedly, Meraz still considers herself an up and comer, and often experiences self-doubt and others doubting her. She also faced underrepresentation in the sports industry. “It was hard to want to pursue the career and industry I love and want to be a part of when I didn’t see someone that looked like me,” she says.
Meraz advises Latinas who desire to enter the wide world of sports to “be yourself and use your experience and cultural background to your advantage. It’s important to be proud and outspoken about the things you’ve experienced, the things you know…knowledge is power.” She also encourages them to “remember that you are doing this for you and no one else. Self-validation makes the hard days easier…like many say, si se puede!”
LATINAStyle Vol. 30, No. 2, 2024