Latino executives, including the CEO of the NHL's Coyotes, have initiated a platform aimed at advancing Hispanics in the sports industry.

Arizona Coyotes CEO Xavier Gutierrez, along with three other Latino executives, has established 'LiS: Latinos in Sports,' a platform dedicated to promoting Hispanic advancement within the sports industry. Their inaugural event took place in Miami last week. The founders aim for the organization to foster business opportunities for Hispanic-owned businesses and connect Hispanic talent with both Latino and non-Latino sports leaders.

When the Arizona Coyotes of the National Hockey League were sold to Utah last month, the league didn't just lose a team based in Arizona; it also lost its sole active Latino chief executive.

Xavier Gutierrez, hailing from Guadalajara, Mexico, assumed the role of CEO for the Arizona team in 2019 after Cuban-American billionaire Alex Meruelo purchased the Coyotes a year prior. Gutierrez, previously a managing director at Clearlake Capital Group, had a decade-long acquaintance with Meruelo before becoming the NHL's first Latino CEO.

In an interview, Gutierrez explained that it took a Latino owner to appoint a Latino CEO, highlighting the underrepresentation of Hispanics in leadership roles in professional sports.

Across the NHL, NFL, NBA, MLB, and MLS, there are 153 major professional sports franchises in the U.S. and Canada. Gutierrez, still technically CEO of the Arizona Coyotes despite the franchise's inactivity, asserts that he is the only non-owner Latino CEO. He acknowledges Jorge Mas, co-owner of MLS' Inter Miami CF, as the second Latino CEO.

Determined to drive change, Gutierrez is part of the founding team behind LiS: Latinos in Sports, a platform aimed at uniting Latinos and non-Latinos in professional sports, media, and marketing to spotlight Latino leadership talent. CNBC serves as the official media partner of Latinos in Sports.

Gutierrez emphasized the need for Latino representation in leadership positions within sports, given the reliance of sports organizations on Latino consumers for viewership, ticket sales, and merchandise purchases.

He, along with Pedro Antonio Guerrero, CEO of executive advancement company Guerrero Media, introduced Latinos in Sports at an event in Miami last week. Vianni Lubus, head of audience and engagement at Guerrero Media, and Mike Valdes-Fauli, COO at Chemistry Cultura, a digital advertising firm focused on U.S. Latinos, are also involved in the platform.

The four executives share a common objective of enhancing Hispanic representation in leadership roles across sports. José Feliciano, co-founder of Clearlake Capital and co-owner of Premier League's Chelsea Football Club, also advocated for increased Latino ownership in sports during the Miami event.

“My fervent hope,” expressed Feliciano, “is that we see more progress in ownership. Decision-makers are realizing that Latinos can and should be owners in every sense.”

The aim of Latinos in Sports, according to Gutierrez, is to become the central hub for advancing Hispanics in the sports industry. The executives envision transforming the platform into a business focusing on investing in Hispanic startups, researching U.S. Hispanic trends, and facilitating networking among both Latino and non-Latino sports leaders.

“We conduct business with familiar faces,” Gutierrez explained. “It's set to become a hub for commerce, talent acquisition, dialogue, data, and insights.”

The organization also aims to encourage Latino sports executives to be more intentional about engaging Latino audiences. During last year's MLB playoffs, Warner Bros. Discovery debuted an alternative broadcast named "Peloteros," featuring Latino baseball players speaking to Hispanic viewers. However, due to broadcast rights, it was in English.

Increased involvement of Latino executives in content decisions can attract previously neglected audiences, noted Luis Silberwasser, CEO of Warner Bros. Discovery Sports.

“It's a prime example of our efforts to diversify content,” Silberwasser stated. “Diverse voices in production are crucial for such initiatives.”

Gutierrez stressed the importance of connecting Latinos with non-Latinos, given the current dominance of non-Latinos in leadership roles.

The organization's upcoming event at the Barclays Center in Brooklyn during the U.S. Open tennis tournament aims to attract white Americans deliberately, as Gutierrez and Guerrero believe it's crucial to have diverse decision-makers present.

“It's crucial for non-Latinos to be part of the conversation,” Gutierrez emphasized.

Guerrero added, “Latinos must collaborate to build partnerships like this, enhancing our influence. It's a priority for many Latinos in positions of power like Xavier. Our focus is on expanding our community.”

Source: CNBC‍