In the digital era, sports are not confined to their fields of play. Savvy sports marketers know the game itself is only the beginning of building a fandom around players, teams, and leagues. ADWEEK's ...

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 ...

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 ...

Over the past decade, Joaquín Mirenna has built a reputation as one of the most innovative marketers in sports and entertainment. From transforming a gym chain in his native Argentina to helping ...