Q: Over your career you have done some very interesting things and worked on some very exciting projects — which one of those was the most rewarding and why?
In 2001 I was fortunate to work on the MLB Opening Day Series in San Juan, Puerto Rico between the Texas Rangers and the Toronto Blue Jays. The Series was the first regular season game ever played in Puerto Rico, however the reason the Series has meant so much to me is because I was born in Puerto Rico and I participated in the island’s sports history. The enthusiasm and energy that the Major League teams received from the locals were contagious. Even the players felt it was something special. Carlos Delgado (1st baseman for the Blue Jays) and Ivan Rodriguez (catcher for the Rangers) who are both natives of Puerto Rico were quoted as saying that it was the most important game they have ever played in their careers. This will always be an event that I cherish for years to come.
Q: Who was a key mentor to you in your career and how did that relationship help you along the way?
My key mentor during the early stages of my sports marketing career was Steve Baker, former President of the NAIA. Steve and I both worked together for a few years in the international division of Major League Baseball. His insights on marketing have always been very progressive but the most impactful advise he provided was that you should always focus on your strengths and to be a big fish in a little pond… During the latter part of my career, Tim Brosnan, the head of MLB business, was instrumental in opening doors for me to grow professionally at the League. Tim’s business and legal influence have helped me become more disciplined about my business performance. He always reinforced that a good deal had to be one that was “good for both sides” otherwise it would not last.
Q: Along the way you have personally done great things breaking through diversity barriers – what advice would you have today for any minorities aspiring to a business career in sports?
During my tenure at Major League Baseball I was the highest ranking Latina female executive at the League. My success came with hard work, dedicating my strengths to areas where the League lacked expertise (Latin America) and continued perseverance. I would recommend to other minorities who are interested in a business career in sports to be aggressive about their approach and not take “no” for an answer. Today there may be a “no” but tomorrow it can change to a “yes.” Also, once they get their foot in the door, they should work their hardest to continue to grow professionally within the entity. Considering other areas within the organization will also help. I started at MLB in the Legal department but I knew that my future was with the international division therefore I stayed close to their activities and personnel until an opportunity became available.
Q: Over your career you have been a very successful businesswoman, wife and mother of two – how do you balance all those responsibilities?
It’s not an easy task… Women today must manage motherhood with a very demanding business world. I must say that I’ve been very fortunate to have a supportive husband but also a family that lends a hand when it is needed. The key to juggling the two successfully is to have a support system at home.
Q: You have had a lot of first hand involvement in the sponsorship space – what trends do you see today in the world of corporate sponsorship?
The sponsorship environment is evolving in a very rapid manner. Property owners are now having to provide sponsors with a 360 degree activation model. The digital environment has changed the dynamics of how we interact with the consumer, therefore the offerings and communications have changed to reflect these activation platforms. I believe the trends that are evolving in corporate sponsorship are making the Property owners (teams, leagues, events) offer a turn-key solution for their sponsors. Where as in the past they have primarily licensed their intellectual property rights and the sponsor has been responsible for creating the activation program. This is no longer the case. The Properties now have to work harder for the sponsor dollars by being creative and providing more offerings.
Q: We see a lot of minorities playing professional sports – any thoughts on why the percentage of minorities working on the business side of professional sports is so low?
Like many other industries, the business side of professional sports was largely dominated by White males. As our society continues to change and become more diverse, so does the business world. It will take continued effort in providing minorities with opportunities in order for the numbers to change.
Q: What are a couple of your favorite sports moment as a fan?
There are so many. But I probably have to highlight the 2001 World Series featuring the NY Yankees and the Arizona Diamondbacks. Although the Yankees lost the Series, games #4 and #5 were some of the most exciting games I’ve ever attended.
Q: What are your favorite activities outside of work?
I enjoy spending time with my kids and enjoying outdoor activities.
Q: Why would you encourage someone to enter sports as a career?
It is an exciting environment to work in. Every day is different and if you enjoy entertainment, it becomes a very creative environment to grow in.