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Building Latino Prosperity in Sports — A Discussion with Alex Martinez of AVANCE Sports
In this edition of The Wealth Stream News, we sit down with Alex Martinez, Executive Director of AVANCE Sports, to explore how Latino leaders, athletes, and entrepreneurs are shaping the future of sports—and wealth creation—through connection, community, and opportunity.
Alex Martinez serves as the Interim Executive Director for AVANCE Sports, an affiliate of the National Association of Hispanic Real Estate Professionals, where he leads the organization’s strategic plan and partnerships to advance Latino representation in the sports industry. Prior to AVANCE, he was Senior Director of Partnerships and Talent Innovation at Nike, where he developed diversity-driven programs such as Women in Nike and the Serena Williams Design Program, and helped expand Latino leadership across Nike, Jordan, and Converse. His earlier career includes executive roles at Yum! Brands, as well as consulting experience with Deloitte’s Human Capital practice. Martinez holds an MBA from Emory University’s Goizueta Business School and a bachelor’s in economics from the University of Texas at Austin. He lives in McKinney, Texas, with his wife Marci, their two children, and their dog Rosie.
Wealth Stream News: Alex, tell us about your current role and what inspired your journey with AVANCE Sports.
Alex Martinez: I serve as Executive Director for AVANCE Sports. My motivation really came from seeing the lack of Latino representation—especially in executive spaces—throughout the sports industry. Before Avance, I worked at Nike, and that experience opened my eyes to the need for a larger ecosystem where Latino athletes, executives, owners, and talent could come together under one umbrella. That’s the goal behind AVANCE Sports: to build a platform that advances economic prosperity for the Latino community across the entire sports spectrum.
Wealth Stream News: AVANCE Sports has been active for about a year. How did it all begin?
Alex Martinez: We launched publicly at the NBA Summer League in July 2024 after initially getting off the ground during the LATITUDE conference. Since then, it’s been about building traction—connecting with sports leagues, major franchises, and brands that understand the importance of reaching Latino audiences. Latinos drive a massive share of fandom and purchasing power in sports, and that’s an opportunity we’re helping organizations tap into for long-term growth.
Wealth Stream News: What have been some of your most memorable moments since launching?
Alex Martinez: Assembling our advisory board has been transformational. We have some of the brightest Latino and Latina minds in sports—one of the few Latino NFL coaches now leading a collegiate program, pioneers behind ESPN Deportes in Latin America, trailblazers like the first Latina Monday Night Football sideline reporter, and the first Latino general managers in both Major League Baseball and the NBA. Bringing them together allows us to influence what the next generation of Latino talent looks like.
We’ve also united an impressive group of current and former athletes. Many of them are thinking beyond their playing careers—investing, advising, and giving back. We’re creating a brand that helps them contribute to their communities while inspiring those coming next.
Wealth Stream News: How does your work at AVANCE Sports connect to the Hispanic Wealth Project’s focus on wealth creation?
Alex Martinez: Wealth creation isn’t just about money—it’s about access. Avance is building communities of practice, where mentorship and networking lead to opportunity and capital flow. We create pipelines from students to professionals, executives, agents, and athletes. These relationships turn into business collaborations, mentorships, and investment ventures. At every level, connection fuels prosperity.
Wealth Stream News: What’s your message to young Latinos entering the sports industry?
Alex Martinez: Focus on relationships, not just money. Entry-level jobs in sports might not pay much, but the relationships you build can open doors for years to come. Every connection is an investment in your future. Stay authentic, stay curious, and think long-term about how your network can shape your journey.
Wealth Stream News: What’s next for AVANCE Sports?
Alex Martinez: The next chapter is about creating deeper value for our members—more curated connections, stronger mentorship programs, and pathways that help our people become marketable to major teams, brands, and organizations. We’re doubling down on making sure members feel the tangible benefits of being part of AVANCE Sports: opportunity, visibility, and growth.
Wealth Stream News: How do you define wealth?
Alex Martinez: Wealth is less about the balance sheet and more about the seeds you plant. Every relationship and project you invest in can grow into something bigger down the line. I’m intentional about planting in the right gardens—building meaningful relationships and creating collaborative spaces that grow over time.
Wealth Stream News: And how do you want your wealth legacy to be remembered?
Alex Martinez: For trailblazing new career pathways that didn’t exist before. I want to be remembered for helping create jobs, roles, and opportunities for Latinos in sports that open doors for generations. The future of work is about reinvention, and we all must think about building our “second mountain”—those next opportunities that elevate others behind us.
Through AVANCE Sports, Alex Martinez is proving that wealth and purpose intersect when community leads the way. His vision reflects the Hispanic Wealth Project’s mission at its best: building networks, access, and legacy for a thriving Latino future.
Disclosure: Please note that the information provided in this article is for educational and informational purposes only and should not be construed as financial advice.
Alex Martinez serves as the Interim Executive Director for AVANCE Sports, an affiliate of the National Association of Hispanic Real Estate Professionals, where he leads the organization’s strategic plan and partnerships to advance Latino representation in the sports industry. Prior to AVANCE, he was Senior Director of Partnerships and Talent Innovation at Nike, where he developed diversity-driven programs such as Women in Nike and the Serena Williams Design Program, and helped expand Latino leadership across Nike, Jordan, and Converse. His earlier career includes executive roles at Yum! Brands, as well as consulting experience with Deloitte’s Human Capital practice. Martinez holds an MBA from Emory University’s Goizueta Business School and a bachelor’s in economics from the University of Texas at Austin. He lives in McKinney, Texas, with his wife Marci, their two children, and their dog Rosie.
Wealth Stream News: Alex, tell us about your current role and what inspired your journey with AVANCE Sports.
Alex Martinez: I serve as Executive Director for AVANCE Sports. My motivation really came from seeing the lack of Latino representation—especially in executive spaces—throughout the sports industry. Before Avance, I worked at Nike, and that experience opened my eyes to the need for a larger ecosystem where Latino athletes, executives, owners, and talent could come together under one umbrella. That’s the goal behind AVANCE Sports: to build a platform that advances economic prosperity for the Latino community across the entire sports spectrum.
Wealth Stream News: AVANCE Sports has been active for about a year. How did it all begin?
Alex Martinez: We launched publicly at the NBA Summer League in July 2024 after initially getting off the ground during the LATITUDE conference. Since then, it’s been about building traction—connecting with sports leagues, major franchises, and brands that understand the importance of reaching Latino audiences. Latinos drive a massive share of fandom and purchasing power in sports, and that’s an opportunity we’re helping organizations tap into for long-term growth.
Wealth Stream News: What have been some of your most memorable moments since launching?
Alex Martinez: Assembling our advisory board has been transformational. We have some of the brightest Latino and Latina minds in sports—one of the few Latino NFL coaches now leading a collegiate program, pioneers behind ESPN Deportes in Latin America, trailblazers like the first Latina Monday Night Football sideline reporter, and the first Latino general managers in both Major League Baseball and the NBA. Bringing them together allows us to influence what the next generation of Latino talent looks like.
We’ve also united an impressive group of current and former athletes. Many of them are thinking beyond their playing careers—investing, advising, and giving back. We’re creating a brand that helps them contribute to their communities while inspiring those coming next.
Wealth Stream News: How does your work at AVANCE Sports connect to the Hispanic Wealth Project’s focus on wealth creation?
Alex Martinez: Wealth creation isn’t just about money—it’s about access. Avance is building communities of practice, where mentorship and networking lead to opportunity and capital flow. We create pipelines from students to professionals, executives, agents, and athletes. These relationships turn into business collaborations, mentorships, and investment ventures. At every level, connection fuels prosperity.
Wealth Stream News: What’s your message to young Latinos entering the sports industry?
Alex Martinez: Focus on relationships, not just money. Entry-level jobs in sports might not pay much, but the relationships you build can open doors for years to come. Every connection is an investment in your future. Stay authentic, stay curious, and think long-term about how your network can shape your journey.
Wealth Stream News: What’s next for AVANCE Sports?
Alex Martinez: The next chapter is about creating deeper value for our members—more curated connections, stronger mentorship programs, and pathways that help our people become marketable to major teams, brands, and organizations. We’re doubling down on making sure members feel the tangible benefits of being part of AVANCE Sports: opportunity, visibility, and growth.
Wealth Stream News: How do you define wealth?
Alex Martinez: Wealth is less about the balance sheet and more about the seeds you plant. Every relationship and project you invest in can grow into something bigger down the line. I’m intentional about planting in the right gardens—building meaningful relationships and creating collaborative spaces that grow over time.
Wealth Stream News: And how do you want your wealth legacy to be remembered?
Alex Martinez: For trailblazing new career pathways that didn’t exist before. I want to be remembered for helping create jobs, roles, and opportunities for Latinos in sports that open doors for generations. The future of work is about reinvention, and we all must think about building our “second mountain”—those next opportunities that elevate others behind us.
Through AVANCE Sports, Alex Martinez is proving that wealth and purpose intersect when community leads the way. His vision reflects the Hispanic Wealth Project’s mission at its best: building networks, access, and legacy for a thriving Latino future.
Disclosure: Please note that the information provided in this article is for educational and informational purposes only and should not be construed as financial advice.
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