Over the past decade, Joaquín Mirenna has built a reputation as one of the most innovative marketers in sports and entertainment. From transforming a gym chain in his native Argentina to helping launch Disney's streaming services across Latin America, to being key to Major League Soccer's marquee franchise recent success, and recently joining the National Football League, his résumé reads like a blueprint for growth. Now, as he concluded his tenure at Los Angeles Football Club (LAFC) and started a new chapter with the NFL, Mirenna sat down with Tech Times to discuss his journey, his approach to fan engagement technology, and what lies ahead.
Q1: You've had a remarkable journey from Buenos Aires to Los Angeles. How did you first break into sports and entertainment marketing?
Joaquín Mirenna: Being Argentinian, this is a space that is not that developed, and yet I've been able to thrive not only in Latin America but also in the United States. I'm a first‑generation college and MBA graduate, and I worked throughout my studies while breaking into industries often closed to internationals. It took a lot of grind, building connections, proving my value, and believing that barriers are there to break. My love and passion for sports and entertainment really started with my undergraduate thesis, which was a business plan for a new stadium in Argentina. That project was my first formal contact with the industry, and it made me realize time stopped when I was working on things related to sports and entertainment.
Q2: Before your streaming work, you led growth and marketing at SportClub, Argentina's largest fitness and wellness chain. What did you accomplish there?
Joaquín Mirenna: SportClub was always avant‑garde in the region, and I was fortunate to lead growth and marketing at a time when digital transformation was becoming critical. We built a customer relationship management system and integrated new communications channels that are key in the region, like WhatsApp. That allowed us to engage members more effectively and on platforms they used every day. We also brought new activities and offerings to life to better cater to our members' needs.
Perhaps most significantly, we created the company's first online subscription platform; before that, memberships could only be purchased in person. By enabling online subscriptions, we became the first in the country to do so for a fitness chain, which opened up new channels of growth. These initiatives set the stage for SportClub's digital evolution. Later, in 2024, I leveraged the work I did during my tenure that laid the groundwork, and acted as an advisor and helped support the development of the first‑in‑region mobile app, following the same principles of always being innovative and thinking about our customers.
Q3: You then moved to Disney Streaming in Latin America. Can you walk us through how you launched and scaled Disney+ and Star+ across more than 40 markets?
Joaquín Mirenna: Joining The Walt Disney Company's streaming division was an incredible opportunity. We were responsible for growth and product marketing across Latin America, which meant launching Disney+ and later Star+ in over forty markets. Star+ was unique because it had its exclusive global debut in Latin America. The key was understanding each market's unique needs, language, culture, and content preferences, and tailoring our growth strategies accordingly. We built teams that could execute at scale while respecting local nuances, and we combined data‑driven decision-making with storytelling that resonated across diverse audiences. It was a blend of art and science, which is how I view marketing as a whole.
Q4: During your MBA at UCLA Anderson, you interned with the Miami Dolphins, Hard Rock Stadium, the F1 Miami Grand Prix, and the Miami Open. What insights did you gain from those experiences?
Joaquín Mirenna: That internship was focused on growth strategy and international expansion. I was working during Copa América 2024, so I saw firsthand how a multi‑sport facility like Hard Rock Stadium manages multiple events and the demand from global fans. The Miami Dolphins, the F1 Miami GP, and the Miami Open all have different fan bases, but they share a need for compelling experiences and data‑driven marketing. I learned how to apply growth principles across different sports and venues, and how to plan for international audiences, which are crucial for the next growth phase of the organization. It reinforced the idea that sports organizations need to be both local and global, and that great leaders actually make a difference.
Q5: After Disney and your internships, you joined LAFC's business strategy team. What has that experience been like?
Joaquín Mirenna: LAFC is MLS's most valuable team and one of the strongest brands in world football. I joined their business strategy team during my second year of the MBA program, supporting our marketing and partnerships efforts. Working there gave me insight into how a high‑profile club operates off the field, balancing community engagement, fan experience, and commercial partnerships. LAFC's success is driven by a passionate fan base and a willingness to innovate. For someone who has attended every World Cup since 2006, being part of a club with that level of ambition has been very fulfilling. The time with the team was incredibly inspiring, getting to cross‑collaborate with so many departments that make LAFC not only a club but a brand that deeply resonates with Angelenos, and that will be my MLS team moving forward.
Q6: You're also recognized as a thought leader and mentor. Can you tell us about your mentoring and judging roles?
Joaquín Mirenna: I'm a huge believer in giving back and supporting others on their paths. During the pandemic, I mentored high school students in Argentina during a tough yet decisive time in their lives. I also mentor undergraduate students at UCLA who want to work in sports and entertainment. At UCLA Anderson, I guided MBA peers through the Tech ACT program and was honored to be recognized by my classmates for those efforts, acknowledgment that reassures me I'm on the right path. I've served as a judge for major marketing competitions like the Lápiz de Oro Awards and the GEMA Global Streaming Awards. Mentoring and judging are ways to share my experiences and help others see that hard work pays off.
Q7: Your marketing philosophy emphasizes art and science. Can you elaborate on that?
Joaquín Mirenna: Marketing is about creating experiences that make people feel and improving their lives. The science is in using data to understand audiences and measure what works. The art is in storytelling, design, and emotional connection. I also believe teamwork is everything. Diverse roles and contributions make a team thrive, and following your dreams sustains long‑term success. I always tell people to ignore the "no's" because resilience is the only way forward. I like to think of myself as a lifelong learner, driven by my curiosity, which helps me adapt to new technologies and trends, and understand what's going on globally.
Q8: As an international professional, what challenges have you faced, and how did you overcome them?
Joaquín Mirenna: Being an international in U.S. sports and entertainment means you often don't have the existing connections that locals do. I had to build my way up without prior family or friends getting me in. Mentors and important leaders made that easier, and consistent performance earned trust. Often, I was the only international in the room, but once people saw my work ethic and what I brought to the table, that became an advantage rather than a barrier. My advice is to seek mentors, be persistent, and showcase your unique perspective.
Q9: Looking ahead, what excites you about the future of sports and entertainment marketing? And what excited you about your challenges ahead?
Joaquín Mirenna: What excites me most is how technology will continue to transform live experiences. As people have more choices and more time to be entertained, I'm driven to create meaningful moments that inspire, uplift, and connect fans on a deeper level. The convergence of streaming, live sports, and data is opening a new frontier, one where fan engagement becomes not just interactive but truly personalized and emotionally impactful.
Having recently begun a new chapter with the NFL, I'm energized by the opportunity to contribute to the league's vision, particularly in the evolution and growth of its Direct-to-Consumer platform, NFL+. This role allows me to build on my journey across Disney, the Miami Dolphins, and LAFC, continuing to innovate at the intersection of sports, entertainment, and digital transformation.
At the same time, I remain deeply committed to mentoring future leaders, building inclusive and resilient teams, and helping open doors for international professionals who aspire to make their mark in this industry. The future is not only about where the industry is going, it's about who we bring with us.
Q10: Before we conclude, could you share what made the NFL opportunity the ideal next step for you personally, and why this moment in the evolution of sports and streaming made it the right time to join the league?
Joaquín Mirenna: Graduating from my MBA felt like the natural moment to take on a new challenge, one that aligned with where my career had been heading and where the industry itself is going. The NFL opportunity came at exactly the right time. It brought together everything I'd been building toward: streaming, sports, fan engagement, and the chance to shape products that reach massive audiences.
We're at a pivotal moment for direct-to-consumer in sports. NFL+, the league's streaming service across mobile, web, and connected TV, is entering a really exciting phase as the league works to redefine how fans experience football. Joining a newly formed team focused on elevating NFL+ felt like the perfect place to contribute and innovate. The mandate is energizing. Make the league more accessible, more intuitive, and more rewarding for fans, wherever they are and whenever they want to engage.
At the same time, the NFL's international momentum is unprecedented. This season featured a record number of international games, and 2025 will expand even further. Rio de Janeiro and Melbourne as new hosts, plus a return to Mexico City. During my time with the Dolphins, I worked on the Global Markets Program and saw firsthand how much untapped potential exists internationally. And with flag football rising globally, especially ahead of its LA28 debut, the sport is reaching entirely new audiences.
All of these elements converged to create something I couldn't pass up. The NFL isn't just the most powerful sports league in North America; it is becoming a global entertainment powerhouse. Joining at this moment, when both the product and the audience are expanding so rapidly, but there's still so much to build and refine, felt perfectly aligned with what I want to contribute. It's a chance to help shape how millions of people engage with a sport they love. That's something I find deeply meaningful, and it's why I knew this was the right move for me at this point in my career. And, I'm always up for an exciting challenge!
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