Matthew Kayser
In Los Angeles, soccer has become more than a weekend diversion; it’s woven into the city’s cultural fabric. At the heart of that story is a new face with a global experience and a local passion. Meet Joaquin Mirenna, the Argentinian‑born marketing strategist whose journey from Buenos Aires to Los Angeles Football Club (LAFC) traces the arc of how sports and entertainment converge and thrive.
According to Sportico’s 2024 MLS valuations, LAFC remained the most valuable franchise in the league, with a valuation of about $1.15 billion. For Mirenna, joining the business strategy team behind such a powerhouse is a homecoming and a next chapter. “I’ve been to every World Cup since 2006,” he laughs. “So being at LAFC feels like finally bringing my lifelong fandom into my professional life.” That sentiment underscores the duality of his story: a boy enthralled by football and film in Buenos Aires who became a global marketing leader and is now helping shape Los Angeles’ soccer narrative.
Mirenna grew up in Argentina, the son of a family with no ties to the entertainment or sports industries. His grandfather, born into poverty, built one of the country’s largest supermarket chains from scratch. “He went from slicing meat to running a national company,” Mirenna recalls. “That taught me that resilience and vision can transform lives.” As a first‑generation college student, he worked his way through classes and jobs, often as the only international voice in the room. His undergraduate thesis, a commercialization plan for a groundbreaking stadium in Argentina, affirmed what he already felt: that when he studied sports and entertainment, time seemed to stop. “I realized early on that this field is where my heart lives,” he said.
Breaking into the U.S. sports and entertainment industry was never straightforward. “Internationals aren’t always welcome here,” he said, “but barriers are meant to be broken.” He built networks from scratch, sought mentors and allies, and embraced every opportunity to learn. He also poured his passion back into the community, mentoring high school students in Argentina during the pandemic, guiding undergraduate and MBA peers at UCLA, and supporting nonprofit programs in East Africa. He began working with a local NGO in October 2024 and travelled to Africa in December 2024. “Giving back keeps me grounded,” he said. “My success is only meaningful if I can open doors for others.”
Mirenna’s professional path is a textbook example of perseverance matched with creativity. He began his career at SportClub, a chain of gyms in Argentina. There, he led growth and marketing efforts that transformed the company into the country’s largest fitness and wellness brand. He spearheaded a digital pivot, launching a first‑in‑region app that integrated workout routines, nutrition plans, and member benefits. “We were connecting wellness to technology long before it became trendy,” he noted.
When The Walt Disney Company rolled out its streaming ambitions in Latin America, Mirenna’s blend of marketing rigor and fan‑centric thinking caught their attention. He joined Disney Streaming and became part of the team that introduced Disney+ across more than 40 markets and launched Star+, a stand‑alone service featuring general entertainment and live sports. Leading growth and product marketing across a vast, multilingual region meant balancing data and emotion. “Marketing is both art and science,” he said. “You have to understand your audience’s dreams and back it up with numbers.”
His work at Disney gave him a global platform, but he wanted deeper insights into the business of entertainment. He moved to Los Angeles to pursue an MBA at the UCLA Anderson School of Management. He earned the competitive merit fellowship and became one of the first fellows at UCLA’s Center for Media, Entertainment & Sports (CMES). During his program, he interned with the Miami Dolphins and Hard Rock Stadium, working on growth strategies and international expansion during the 2024 Copa América tournament. He also spent time at the Miami Open tennis tournament and the Formula 1 Miami Grand Prix, experiencing how different sports engage audiences and brands.
These experiences prepared him to recently join LAFC’s business strategy team during his second year in Los Angeles. LAFC’s brand is local and international, with a fan base that spans neighborhoods and continents. The club’s meteoric rise, culminating in the highest valuation in MLS, reflects a mixture of on‑field success and off‑field storytelling. Mirenna’s role focuses on long‑term planning, marketing innovation, and global growth. He draws on lessons from Disney and SportClub, such as tailoring messaging for diverse audiences and using technology to enhance fan experiences. “Soccer fans in L.A. are different from fans in Buenos Aires or Mexico City,” he said. “Our challenge is to honor the local culture while engaging an international community.”
Mirenna’s peers regard him as a thought leader who bridges marketing theory and human connection. His industry recognition includes the UCLA Anderson Merit Fellowship and the CMES Entertainment & Sports Fellowship. Beyond formal accolades, he is known for mentoring younger students and colleagues at UCLA and in the wider community, encouraging them to pursue their passions and break down barriers.
He sees thought leadership not as self‑promotion but as an opportunity to inspire others. “I want people from diverse backgrounds to know that hard work and passion can carry you far,” he says. “Sometimes being the only foreigner in the room is intimidating. I focus on bringing unique perspectives and building trust through performance.” He also said that the best marketing is about creating genuine emotional experiences, not just selling products. “When fans feel something, they become lifelong partners.”
Mirenna acknowledges that the path has not been easy. Language barriers and cultural differences tested his resilience. “I remember early meetings where people questioned why an Argentinian should be in their boardroom,” he said. “But once you deliver results, once they see your work ethic, those questions disappear.” He credits mentors and colleagues for helping him navigate unfamiliar environments and encourages young professionals to seek guidance and to be generous with their own knowledge.
As digital platforms reshape the entertainment landscape, Mirenna’s vision extends beyond his current role. He sees a future where streaming, live sports, and data‑driven insights converge to create immersive fan experiences. “People will have more free time and more choices,” he noted. “Our job is to make sure that time spent with sports and entertainment improves their lives.” He envisions leading marketing for global organizations that prioritize inclusivity, innovation, and social impact. He is also committed to developing the next generation of leaders. “I want to build teams that reflect the diversity of our audiences, because that diversity fuels creativity,” he said.
For now, he is savoring his place at LAFC and in Los Angeles. He’s exploring local neighborhoods, attending games at BMO Stadium, and cheering on both LAFC and the Argentine national team. He appreciates LA’s fusion of cultures and the city’s appetite for creativity. “This city feels like home,” he said. “There’s a willingness here to embrace new ideas, to celebrate soccer as both sport and art.”
Joaquin Mirenna’s journey is at once personal and emblematic of a broader shift in sports and entertainment. It’s the story of a first‑generation college graduate from Argentina who turned his love of football into a global career. It’s about a marketer who sees data and storytelling as complementary. And it’s about bringing those insights to Los Angeles, where soccer’s star is rising. As LAFC continues to innovate and connect with fans locally and worldwide, Mirenna’s voice and vision will shape the conversation. His trailblazing path reminds us that passion and perseverance know no borders, and that in a city defined by its dreams, there’s always room for another compelling story.