Latinas and the NFL: How Latinas are Shaping this American Sport- and Finally Getting Recognition for It

DRAFTED, a Latina-owned company, has become an unapologetic voice of Latina sports culture. Recently, it partnered with Verizon to address the underrepresentation of Latinas in sports media at the 2025 Super Bowl LIX. DRAFTED will be present on Radio Row, where it will highlight Latinas in the NFL. Amid thousands of members of the media in one of the main hubs of the Super Bowl, it will work to ensure Latina voices are fully represented at the 2025 Super Bowl LIX.

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Filling the Representation Gap in Sports Media

DRAFTED was founded in 2023 by Paraguayan Karina Martinez and second-generation Mexican-American Jennifer Yepez-Blundell to fill a massive gap in the industry: Latinas' lack of visibility, access, and representation in the sports landscape.

Martinez told Luz via email, “Latinas have always been a part of sports—as fans, athletes, storytellers—but the industry hasn’t reflected our presence, influence, or impact. DRAFTED was born to change that. We’re here to create space where none existed, to ensure our stories are told with depth, power, and authenticity. This isn’t just about visibility—it’s about ownership, opportunity, and rewriting the narrative so the next generation doesn’t have to fight to be seen.”

Since its inception, DRAFTED has become a leading platform for Latina sports culture, reaching 4 million people every month with its content, programming, and products. They have also built a strong community around sports and Latine culture, and partnered with several major brands, teams, and leagues in the short time since they launched in 2023.

The Verizon partnership was a perfect fit with DRAFTED’s Sports Content Creator Brand Ambassador Program, Las Capitanas. This program provides ten Latinas with resources and mentorship for ten weeks, guided by the overall mission of helping shape the next generation of sports media leaders. DRAFTED enlisted the talents of “Capitana” Nicole Fernandez, a program participant, to conduct interviews at the Radio Row booth.

Fernandez will have access to athletes, executives, and cultural moments, bringing a Latina-owned company to the same playing field as legacy media and adding unprecedented access for Latina journalists and media platforms.

The Growing Latino Influence in Sports

True to DRAFTED’s goals, Latino viewership numbers for U.S. mainstream sports have increased in recent years. According to a 2024 Nielsen report, “The Hispanic audience number for the NCAA Women’s Championship skyrocketed by 354% between 2021 and 2024, tripling since 2016. The percentage of Hispanic viewers for the Super Bowl has increased from 10% in 2016 to 14% in 2024 and for the World Series, from 10% in 2016 to 15% in 2023.” This highlights how enthusiastic Latino audiences, including Latinas, are when it comes to sports.

In 2023, DRAFTED analyzed available data and concluded: “The Latino fan base is projected to grow by 85% by 2040. We know that an overwhelming majority of Latinas (86%) say they are primary decision-makers in their households, meaning they drive demand for sports products, services, and experiences. Latinas will no doubt be a key to unlocking generational fandom, particularly when it comes to women’s sports.”

Latinas aren’t just sports consumers; they’re also elevating and molding the sports game into a more Latina-welcoming environment. Leaders like Ann Rodriguez and Puerto Rican-Palestinian Sara Toussaint are strategic business figures shaping the industry. Rodriguez is known for her work in the creation of Atlanta United FC, a record-setting Major League Soccer expansion team, and in overseeing business and strategy functions to grow the WNBA, while Toussaint is a trailblazer in women's soccer, having invested in the NWSL's NC Courage. She is dedicated to increasing Latine representation in sports and supports initiatives like Play Like a Girl!, which encourages girls to stay in sports while introducing them to STEM fields.

Alana Meraz, CEO of Latinx In Sports, is also making waves in increasing Latine representation in sports. Through Latinx In Sports, Meraz has created a platform that amplifies Latine voices while providing mentorship and fostering community. With a growing network of over 850 members, her work continues to carve out new opportunities for Latinas in the field.

Spotlighting Latina Voices at the Super Bowl LIX

DRAFTED’s presence at Super Bowl LIX will highlight some of the voices and contributions of Latinas in sports media on a world-renowned stage. Latinas like Elisa Hernandez, a bilingual host, producer, and two-time Emmy winner, will be included in their coverage. Hernandez currently works as a Team Reporter for the Denver Broncos. Previously, she was a field producer for NBC/Telemundo Deportes covering Sunday Night Football and helped launch the NFL Network’s first U.S. Latino Instagram account, El Snap NFL.

They will also chat with Marissa Solis, the NFL's Senior Vice President of Global Brand and Consumer Marketing. Solis has worked to future-proof the NFL and ensure it remains relevant to younger, more diverse audiences. Through her leadership, Solis uplifts the Latino community, spearheading programs like the NFL Latino Youth Honors in partnership with the Hispanic Heritage Foundation.

MJ Acosta-Ruiz is also on DRAFTED’s radar. An award-winning Afro-Latina sports journalist, Acosta-Ruiz is a Dominican-American broadcaster for ESPN and NFL Network. She’s also the creator and host of Becoming Undefined, a platform dedicated to uplifting diverse voices in sports media. These are only a few of the Latinas DRAFTED will be spotlighting at their Radio Row booth.

A Game-Changing Moment for Latina Sports Media

To DRAFTED’s co-founder, Martinez, this is a meaningful opportunity for Latinas in sports media. She told Luz: "This moment is bigger than access—it’s about leadership, impact, and proving that Latina voices belong at the forefront of sports media. It’s a clear statement that Latina journalists, creators, and executives deserve not just a seat at the table but the resources and investment to thrive. We’re not here as observers—we’re here to lead, build, and redefine the game for those who come next. We can't thank Verizon enough for believing in this mission and not just making it a reality for us, but for the next generation who will finally see their stories told."

As Latino viewership continues to grow and Latinas take on key roles in sports journalism, business, and leadership, platforms like DRAFTED will remain at the forefront of this change. Their work ensures that the next generation of Latina sports fans, athletes, and media professionals won’t have to fight for a seat at the table—they’ll already have one.