Alex Meruelo made history in July when he became the first Latino controlling owner in NHL history after he purchased the Arizona Coyotes.
He made more history on June 8 when he announced the hiring of Xavier Gutierrez to become the new CEO and president of the Coyotes, the first time a Latino would assume those positions for a franchise in the league.
Together they are determined to tap into Arizona’s Latino population and mobilize the community to become avid fans of the Coyotes.
“The Latino market is large here. … It is clearly a market we want to tap into,” said Gutierrez, who came aboard after the team parted ways with Ahron Cohen in May. “It wouldn’t make business sense not to approach them. We want to welcome all fans.”
