Xavier A. Gutierrez is a trailblazer, a visionary who saw the untapped potential of the Latino fanbase within the sports world. As the first Latino president and CEO of an NHL team, Gutierrez made it his personal mission to extend hockey’s reach into communities that traditionally weren’t associated with the sport. His leadership of the Arizona Coyotes didn’t just focus on the typical day-to-day operations. No, he saw an opportunity—a chance to change the face of hockey by embracing diversity and welcoming the Latino community into the fold.
Let’s talk about impact. Gutierrez didn’t just show up in boardrooms; he was out in the neighborhoods, mingling with everyday people. From neighborhood centers to small businesses, food banks, and beyond, Gutierrez was determined to engage with the community directly. He wanted to make the sport more accessible, to show people that hockey isn’t just for a select few—it’s for everyone. This hands-on approach began to pay off, as more and more people, particularly from Latino backgrounds, started showing up for Coyotes games, connecting with the team, and embracing the fast-paced, exciting nature of the NHL.
But then, in a shocking turn of events, it all came to an abrupt end. The Arizona Coyotes were relocated to Utah, a move that left many fans, and Gutierrez himself, reeling. Despite the disappointment, Gutierrez didn’t allow this to be the end of his story. In fact, this was just the beginning of his next chapter, where his passion for sports, business, and the Latino community would converge in new and exciting ways.
What came next? Gutierrez co-founded Latinos in Sports (LiS) and ImpactX Sports Group, two organizations aimed at promoting the presence and power of Latinos in the sports industry. LiS is particularly exciting because it’s a multi-strategy platform designed to elevate Hispanics within sports. Whether it's working with teams, leagues, or brands, the goal is clear—connect with the power of the Hispanic community, which is one of the fastest-growing and most influential demographics in the United States.
Meanwhile, ImpactX, where Gutierrez serves as chairman and CEO, is taking on an entirely new challenge. By partnering with private equity funds and investment firms, ImpactX aims to acquire and operate world-class assets while also forging partnerships with professional sports teams, leagues, and even university athletic departments. For Gutierrez, this is more than just business—it’s about creating opportunities, fostering growth, and ensuring that the Latino community has a seat at the table in the sports world.
Exciting, right? It doesn’t stop there. Gutierrez is passionate about sports as a business enterprise. When asked about his vision, he highlighted the vast opportunities that exist, not just in managing teams but in exploring new business lines across the sports industry. “There’s so much room for growth,” he said from New York City, where Latinos in Sports was hosting its second exclusive gathering with the U.S. Open tennis tournament as the backdrop.
What’s the driving force behind this? According to Gutierrez, it’s all about diversity and inclusion. The sports world has been slow to reflect the demographics of its fanbase, and Gutierrez wants to change that. “I just didn’t think it was right,” he said, referring to the lack of Latino voices in positions of power. "Given the importance of the Latino community, there needed to be more representation at the seat of decision-making in these very important enterprises."
Gutierrez’s commitment to diversity isn’t just talk; it’s backed by action and data. Through Latinos in Sports, he and his co-founders partnered with Nielsen Global Solutions to gather statistics that highlight the growing influence of Latino fans. The numbers speak for themselves—72% of Latino sports fans are Gen Z or Millennials, compared to just 50% of the general U.S. sports fanbase. Even more striking, Latino fans are 11% more likely than non-Latinos to purchase a brand after seeing a sponsor message and are 20% more likely to engage in live betting during a game. These trends are crucial for sports leagues and brands looking to expand their reach and tap into a vibrant, engaged audience.
But why stop there? Social media usage is skyrocketing, especially within the Latino community. Major League Soccer, the WNBA, and the NFL have all seen significant increases in social media interactions among Latino fans. This is where Gutierrez sees tremendous growth potential—not just in traditional sports but in creating interactive and immersive fan experiences.
This brings us to one of the core components of Latinos in Sports—the exclusive gatherings of Latino professionals. These events provide a unique opportunity for Latino leaders in the sports world to come together, network, and strategize. Thursday’s event in New York City, which coincided with the U.S. Open, was co-sponsored by Major League Baseball and featured some major names, including former Boston Red Sox star Pedro Martinez. Also in attendance were FIFA World Cup 2026 director of brand and marketing Iris Diaz and Liz Montaño, the Chief Operating Officer for Gotham FC and former COO of the Coyotes.
The goal of these gatherings is clear, Gutierrez said: “We want to engage all the leagues, all the teams, all the brands, all the media companies in this conversation.” In other words, this isn’t just a feel-good initiative; it’s smart business. The Latino community is an essential part of the sports industry’s future, and Gutierrez is making sure that no one overlooks their importance.
Reflecting on his time with the Coyotes, Gutierrez is candid about his disappointment over the team's move to Utah. “It was the right decision for Alex Meruelo, his family, and for the NHL,” he said, but that doesn’t erase the emotional toll it took on the fans. He deeply understands their hurt and shares their frustration that the vision he and Meruelo had for a new permanent facility in Tempe couldn’t come to fruition. However, despite this setback, Gutierrez is confident that the work they did during his tenure was not in vain. In fact, he believes the foundation they built will continue to grow through his new ventures, particularly Latinos in Sports.
The future of sports is shifting, and Xavier A. Gutierrez is right at the forefront of that change. His efforts to amplify Latino voices in the sports industry, his drive to create new business opportunities, and his passion for diversity and inclusion have made him a pivotal figure. For Gutierrez, this is more than just a job—it's a calling, a way to make a lasting impact not just on the sports world but on society as a whole. And judging by the success of his ventures and the increasing recognition of the power of the Latino community, it’s clear that Gutierrez's work is only just beginning.
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