The biggest Latino names in sports, music, and media convened to showcase Hispanic impact, and celebrate LA’s imminent role at the center of the sports universe.
Los Angeles, CA – March 14, 2025—Los Angeles cemented itself at the epicenter of the sports world last night, as LiS: Latinos in Sports™ (LiS) hosted its Second Annual Latinos in Sports Awards, an exclusive, invite-only event at Loyola Marymount University. As Los Angeles gears up to host some of the world’s biggest sporting events, including the 2025 NHL Draft , 2025 NHL All-Star Game, 2026 FIFA World Cup, 2026 NBA All-Star Game, 2027 Super Bowl, and 2028 Olympics, the event served as a kickoff to the excitement ahead, and spotlight on the enormous impact Latinos have on the world of sports.
In partnership with CNBC, ESPN, BODYARMOR Sports Nutrition, YETI, LALO Tequila, the Los Angeles Dodgers, Los Angeles Lakers, Los Angeles Rams, Las Vegas Raiders, WSS / Footlocker, Inc., and the PGA TOUR, the event brought together top athletes, media power players, executives, and cultural makers to recognize 30 Latino leaders redefining the business of sports.
“The sports industry is at a tipping point,” said Xavier A. Gutierrez, Co-Founder of LiS™ and the first Latino CEO in NHL history. “Latinos, especially younger generations, are the fastest growing fanbase, most engaged consumers, and a driving economic force. Yet, we remain underrepresented in leadership and, decision-making roles. LiS: Latinos in Sports™ is here to change that. This isn’t just about celebrating achievements, it’s about building the infrastructure and opportunities that will ensure Latino influence in sports continues to grow.”
Becky G Receives the Pionera Award
A defining moment of the night was global superstar, award-winning artist, philanthropist, and entrepreneur Becky G being honored with the LiS™ Pionera Award for her trailblazing role as co-owner of Angel City FC. As one of the most visible Latinas in sports ownership, Becky G is actively reshaping representation in the National Women’s Soccer League (NWSL) and beyond.
“Sports, music, and culture have always been deeply connected, and as a Latina, I’m so proud to be part of this movement that is elevating our representation in the game,” said Becky G. “As a co-owner of Angel City FC, my primary interest is more than just a team, but rather on creating opportunities for the next generation of young women in sports, ensuring they see themselves in these spaces and feel empowered to dream big.”
The Pionera award was presented to Becky G by another trailblazer, Diana Flores, Captain and Quarterback, Mexican Flag Football Team and Global Ambassador of the NFL.
A Night of Breaking News and Industry-Leading Conversations
The event opened with a powerful show of community impact, as AJ Harris, VP of Accounting & Finance for the Los Angeles Lakers, presented the Comunitario Award and a $10,000 check to Cielo Castro, VP of Public Policy & Civic Engagement for the California Community Foundation, in support of the Wildfire Recovery Fund.
Two dynamic panels explored the shifting power dynamics within sports and the central role of Latinos in that transformation. CNBC’s Deirdre Bosa moderated The Power of Latinas in Sports, featuring Diana Flores, Captain of the Mexican Flag Football Team and NFL Global Ambassador, and Blanca Gonzalez, SVP & GM of WSS / Footlocker, who spoke to the growing influence of Latinas as industry leaders. Later, ESPN & NFL Network’s MJ Acosta-Ruiz led Latinos in Sports: The LA Advantage, featuring executives from the LA Galaxy, LA Chargers, LA Rams, and Showtime Sports, who outlined how LA’s sports economy is thriving because of Latino engagement, not in spite of it.
The evening ended with a major commitment to the future. Loyola Marymount University unveiled the first-ever Sports Studies minor within its Latino Studies program, a historic step toward creating the next generation of Latino sports executives, strategists, and thought leaders.
Why This Night Mattered
As the sports industry evolves, Latinos are driving fandom, media consumption, and revenue. Yet, Latino professionals remain underrepresented in leadership and decision-making roles. LiS™ is at the forefront of impacting positive change in tangible and sustainable ways. From Becky G’s leadership in women’s sports to LMU’s investment in cultivating future Latino talent, this night reinforced the undeniable role of Latinos in the future of sports.
For Partnership Opportunities or Media Inquiries, Please Contact:
Mike Valdes-Fauli
President
Chemistry Cultura
[email protected]
About Latinos in Sports™
LiS™: Latinos in Sports is the premier platform dedicated to elevating and advancing Latino excellence in the business of sports. Through high-profile events, thought leadership, career development, and a powerful industry network, LiS™ ensures that Latinos are recognized, connected, and leading at every level, on and off the field.
Founded by Xavier A. Gutierrez (Founder, Chairman & CEO, ImpactX), Pedro A. Guerrero (CEO, Guerrero & Publisher, Hispanic Executive), Mike Valdes-Fauli (COO, Chemistry & President, Chemistry Cultura), and Vianni Lubus (VP, Hispanic Division, Guerrero), LiS™ is shaping the future of sports by fostering influence, opportunity, and representation for Latino professionals across the industry.
For more information, visit https://latinosinsports.com/.
About ImpactX Sports
ImpactX Sports Group, LLC is a privately held advisory, investment, marketing, media and entertainment company focused on the global sports industry. Thismulti-strategy platform advises and activates for sports leagues, teams and major corporate brands. Founded by Xavier A. Gutierrez, the only Latino currently leading a major league American sports team, ImpactX Sports Group strategically leverages the positive impact of sports on culture, commerce, and community. www.impactxsports.com
About Hispanic Executive
Hispanic Executive unites the leaders of the new majority. By turning our spotlight on business’s most influential Latinos, we help drive our community’s unmatched economic, political, and social power. As we shape the dialogue on the cultural force that is Hispanic leadership, we amplify the voices of those driving growth in the global marketplace. We are a key resource for Latino leaders, providing a platform for them to elevate their thought leadership and connecting them with those who are redefining the international business landscape. www.hispanicexecutive.com