By Spencer Hulse
As the sun sets on one chapter of Los Angeles’ booming sports landscape, a new horizon beckons for one of its key strategists. Joaquín Mirenna, a sports and entertainment marketing specialist with roots in Buenos Aires and a résumé that spans Latin America and the United States, is preparing to move on from his role with Los Angeles Football Club (LAFC). Mirenna’s departure marks the end of a period in which the Major League Soccer franchise cemented its status as one of the strongest brands in world football, and the beginning of a search for his next challenge, a challenge that could reshape how fans and investors think about sports and entertainment marketing.
For investors and business leaders, Mirenna’s story offers more than a profile; it’s a case study in how visionary marketing can drive growth, build customer loyalty, and create value across continents. It’s also a reminder that behind every thriving brand is a leader who blends hard data with human insight, and who knows when to take a calculated leap forward.
Born and raised in Argentina, Mirenna broke into an industry that was all but nascent in his home country. “Being Argentinian, this is a space that is not that developed and yet I’ve been able to thrive not only in LATAM but also in the US,” he notes. After earning his undergraduate degree as the first in his family to do so, he quickly took on growth and marketing roles in the sports and fitness sector. His early career highlight was with SportClub, Argentina’s largest gym and fitness chain, where he led a digital transformation that introduced a first-of-its-kind mobile app integrating workouts, nutrition plans, and member benefits. The project didn’t just modernize a business; it set a new standard for member engagement in a market that had previously lagged behind global trends.
That appetite for innovation led Mirenna to the Walt Disney Company, where he joined the streaming division responsible for launching Disney+ and Star+ in Latin America. He and his team rolled out the platforms across more than 40 markets, including the exclusive global debut of Star+ in the region. The work required more than clever advertising; it demanded a strategic understanding of consumer behavior, infrastructure, and local tastes. By combining data-driven growth tactics with storytelling that resonated across diverse audiences, Mirenna helped to establish streaming services that captured millions of subscribers and set new benchmarks for scale in the region.
Mirenna’s ambitions didn’t stop at streaming. Pursuing an MBA at UCLA Anderson, he immersed himself in the U.S. sports landscape through summer roles at the Miami Dolphins, Hard Rock Stadium, the F1 Miami Grand Prix, and the Miami Open tennis tournament. There, he focused on growth strategies and international expansion, observing how top-tier organizations build business models around global events. These experiences sharpened his understanding of revenue streams in ticketing, merchandising, sponsorship, and broadcast rights, insights that would prove invaluable for his next role.
Returning to Los Angeles for the second year of his MBA, Mirenna joined LAFC’s business strategy team. The club’s stature as a premier franchise is not accidental; its marketing success is built on cultivating a passionate fan base, forging innovative partnerships, and leveraging data to deliver immersive experiences. Mirenna supported these efforts by aligning the club’s marketing initiatives with long-term business goals. In a market where entertainment options abound, LAFC has consistently filled its stadium and expanded its reach, becoming the highest valued MLS team and one of the highest valued sports teams in the world. A testament to the strategic thinking that leaders like Mirenna bring to the table.
What makes Mirenna’s trajectory particularly compelling is the personal determination underlying his professional accomplishments. As a first-generation college and MBA graduate, he worked throughout his studies while breaking into industries often closed to internationals. Building connections from scratch, he made resilience his calling card. “I consider myself to be always the hardest working in the room,” he said, and colleagues would be hard-pressed to disagree.
Beyond personal ambition, Mirenna has consistently invested in others. During the pandemic, he mentored high school students in Argentina, helped undergraduates at UCLA navigate their career paths, supported MBA peers at Anderson, and worked with nonprofit participants at ASYV. This commitment to giving back reflects a philosophy that business success and social impact are intertwined. “Huge believer in giving back and supporting others in their paths,” he says. His hobbies, from coaching sports teams to attending games and movies, are also rooted in a passion for entertainment and sports that reinforces his professional mission.
Throughout his career, Mirenna has balanced professional ambition with a commitment to mentorship and industry involvement. He has been selected to serve on judging panels for respected marketing competitions, such as the Lápiz de Oro Awards, Premios Mercurio, and the GEMA Global Streaming Awards, which highlight how peers see him as a leader capable of evaluating creative and strategic excellence. These invitations span 2024 and the coming year, reflecting past achievements and his growing influence.
During his time at UCLA Anderson, he was also awarded the CMES Fellowship for his contributions to the media and sports program and graduated with honors. His peers in the MBA program later voted him Coach of the Year for guiding first‑year students through the Tech ACT program, a recognition he views as evidence that teamwork and mentorship are essential parts of leadership.
Mirenna’s personal story of resilience has also made him a sought‑after mentor. As a first‑generation college student and an international professional, he knows what it means to face barriers. He has mentored high school students in Argentina, undergraduates at UCLA, and MBA peers at Anderson, sharing lessons about persistence and self‑belief. He also volunteers with nonprofit programs, beginning work with an NGO in October 2024 and traveling to Africa that December to support their initiatives. “Giving back keeps me grounded,” he says. “My success is only meaningful if I can open doors for others.”
Mirenna’s philosophy treats marketing as both art and science. He believes success comes from data and emotion, and that teamwork is essential. “Hard work pays off: persistence and grind overcome barriers,” he noted, “Marketing is art + science: success comes from both data and emotion.” These lessons, coupled with his insistence on ignoring the “no’s” and always learning, shape a mindset that The Street’s readers will recognize as critical to any growth leader.
As he prepares to conclude his tenure at LAFC, Mirenna’s sights are set on the horizon. The sports and entertainment sector is at an inflection point; streaming platforms are merging, live events are returning to full capacity, and data analytics are reshaping fan engagement. Mirenna’s goal is to lead marketing efforts in organizations that not only entertain but uplift, inspiring and improving the lives of millions. He envisions leveraging technology to integrate streaming, live sports, and data into transformative experiences while continuing to mentor and develop diverse teams.
“People will have more free time for entertainment,” he reflects. “I aim to lead organizations that impact people’s lives in a positive way, make them feel good, and inspire them.” He also stresses the importance of talent development and inclusion, promising to build resilient teams that mirror the audiences they serve.
At the industry level, emerging technologies such as blockchain, NFTs, and Web3 are beginning to shape conversations around new revenue streams and fan engagement models. While Mirenna’s focus remains on data-driven growth and global expansion, these innovations highlight the rapidly evolving landscape in which leaders like him operate.
For investors tracking growth opportunities in sports and entertainment, Mirenna’s track record offers a roadmap. He has demonstrated that strategic marketing can drive both subscriber numbers and brand equity across cultures and platforms. His cross-market expertise, from launching streaming platforms across Latin America to transforming a fitness chain and powering one of MLS’s premier brands, positions him to seize the next wave of global expansion.
Closing his chapter at LAFC is not an endpoint but an evolution. Mirenna’s combination of hands-on operational experience, strategic vision, and commitment to social impact makes him a sought-after leader for companies seeking growth in the sports and entertainment sectors. As he evaluates opportunities, one thing is clear: his next play will not only shape a company’s bottom line but also the way fans around the world connect with the brands they love.
This industry announcement article is for informational and educational purposes only and does not constitute financial or investment advice.
