LaChica Sports President & CEO Highlights Intersection Of Sports And Social Impact

A typical workday for me consists primarily of coordinating and managing multiple client projects and requests; often simultaneously with many points of contact across the country.

Our current work focuses on the intersection between sports and social impact, although we handle virtually all aspects of sports marketing and public relations.

We help our professional athlete clients use their highly visible platforms to plan and implement campaigns aimed at promoting social justice and we work with a stable of subject matter experts in that space who specialize in designing, refining and implementing those campaigns. It’s a lot to balance and it can be challenging. Fortunately, I work primarily from home (although we maintain a corporate office) and most of my day revolves around interacting with our clients, front and back-office personnel in virtually all professional sports leagues, outside consultants and subject matter experts to not only keep our clients’ “plates in the air,” but to advance their interest in causing meaningful reform.

LaChica Sports grew from my passion for sports and, in many respects, represents my desire to do for “work” what I personally love. It also began as a family affair, as my entire family was always deep in sports, and particularly local sports, where my family has been a season ticket holder for the Padres since the 1970s. It’s also been very important to me to maintain a broad involvement in all sports, not just focus on any single team, league or even sports. We’ve been involved with clients in various “x-game” leagues, mixed martial arts fighters and, of course, the NBA, NFL, MLB and, more recently, professional soccer and even lacrosse. Maintaining a broad focus has really helped us take full advantage of the very broad spectrum of opportunities that have come our way.

I make it a priority to always encourage, support and offer other women as many opportunities in our industry as I possibly can.

However, I believe it is even more important that organizations focus on diversifying their workforce across all underrepresented groups, particularly BIPOC communities, and train employees to recognize implicit bias so that everyone in an organization has a chance to reach their full potential.  

There needs to be more collaboration; so many people all want the same thing and their unified goal could be so much more effective through a collective, consolidated effort that embraces different ways of thinking and alternative ways of getting there.