Latinas in the Super Bowl: The Game-Changers You Didn’t See on TV
When millions tune in to watch the Super Bowl, the spotlight is on the athletes. The expectation is for the halftime spectacle and the high-stakes commercials. But behind the scenes, a powerhouse of Latinas is making the magic happen. From marketing the game to reporting from the sidelines, these women are proving that sports isn’t just a boys’ club. It’s a space where Latina excellence is thriving.
Beyond the Field: The Latinas Making the Super Bowl Happen
The sports industry has long been male-dominated, but Latinas are breaking through in ways that reshape the narrative. DRAFTED, a Latina-owned sports culture company, partnered with Verizon to spotlight Latina professionals shaping the Super Bowl LIX experience. Whether in executive offices or on the ground, these women are setting new standards for representation.
Paola Mannan: Amplifying the Game on a Global Scale
The Super Bowl is broadcast in over 30 languages, making bilingual professionals like Paola Mannan, Brand Marketing Director at Fox Sports, invaluable. Being Colombian-American, Mannan understands the importance of accessibility in storytelling.
“We’ve had instances where we have players that come from abroad. And we are doing interviews, and oh my gosh, like, who’s going to translate?” she told HOLA. “Being bilingual overall is just such a key asset to have in any field. But, you know, in sports, definitely. I mean, it’s worldwide.”
Mannan ensures that the Super Bowl reaches diverse audiences in a way that resonates culturally, reinforcing the power of language in sports media.
Marissa Solis: Bringing Latinos Into the Game
As the Senior Vice President of Global Brand & Consumer Marketing for the NFL, Marissa Solis is leading a shift in how the league engages with Latino fans. She told HOLA that it’s about more than just viewership—it’s about making Latinos feel like an integral part of the sport.
“We don’t just want them to watch games. We want them to be part of the sport,” Solis said. “The stories we tell are really about the community as a protagonist of the sport.”
Her leadership ensures that Latino narratives aren’t just added for diversity points but woven into the NFL’s culture.
Elisa Hernandez: The Face of Representation in Team Reporting
As the first Latina team reporter for the Denver Broncos, Elisa Hernandez understands the weight of being “the first.” She told HOLA that she embraces the responsibility of paving the way for others.
“I don’t want to be the last,” she said. “I know what it is like to grow up and want to see yourself on TV.”
For Hernandez, visibility isn’t just about personal achievement—it’s about inspiring young Latinas to see themselves in sports media.
Changing the Game: How DRAFTED Is Elevating Latina Sports Culture
The rise of Latinas in sports media didn’t happen overnight. It’s been a long-fought battle for access, visibility, and recognition. That’s where DRAFTED comes in. Founded by Paraguayan Karina Martinez and Mexican-American Jennifer Yepez-Blundell, the company is disrupting the status quo. Its mission is to create space where none existed before.
“Latinas have always been a part of sports—as fans, athletes, storytellers—but the industry hasn’t reflected our presence, influence, or impact,” Martinez told Luz Media. “We’re here to ensure our stories are told with depth, power, and authenticity.”
Through initiatives like Las Capitanas, a mentorship program supported by Verizon, DRAFTED is helping Latinas enter and excel in sports media. Nicole Fernandez, a participant in the program, covered the Super Bowl from Radio Row, giving Latina voices a platform on one of the biggest media stages.
Why Latinas in the Super Bowl Matter More Than Ever
Latinas are shaping the Super Bowl at every level—marketing, broadcasting, and reporting. Their presence isn’t just symbolic; it’s a reflection of the growing Latino influence in U.S. sports. A Nielsen report found that the percentage of Hispanic viewers for the Super Bowl has risen from 10% in 2016 to 14% in 2024.
With Latinas leading campaigns, conducting bilingual interviews, and creating culturally relevant content, they’re ensuring that the future of sports media is diverse, inclusive, and representative of the audiences who love the game.
A Seat at the Table—And Owning It
The industry still has a long way to go in fully recognizing the power of Latinas in sports, but this year’s Super Bowl proves that the tide is turning. As Martinez said, “We’re not here as observers—we’re here to lead, build, and redefine the game for those who come next.”
The next generation of Latina sports journalists, executives, and marketers won’t have to fight for a seat at the table—they’ll already have one. And they’ll be the ones running the show.
