DoGoodery: Tell us your name, who you are, and a little bit about your background 

Mariel: My name is Mariel Gonzalez, and I was born in Puerto Rico.

Who am I? I’m still defining that every day but one thing I know for sure is that I’m a connector. I love bringing people together, building relationships, and creating opportunities. Networking isn’t just part of my job, it’s part of who I am.

In both my personal life and my career in sports, I’m passionate about people, community, and connection. I strive to be a bridge that links ideas, resources, and individuals to do good and make an impact.

DoGoodery: When people hear ‘sports,’ they often still associate it with men. So when you say, ‘I work in sports,’ what does that mean to you, especially as a woman? And I’d love to hear more about what it’s been like navigating that world as a powerful, respected leader and as someone who has earned the admiration of both men and women in the industry

Mariel: Working in sports isn’t what most people imagine, it’s not for the faint of heart. The reality is you work Monday through Sunday, and the pace never really slows down. One thing I always tell people is this: if you choose to work in sports, choose a club or team that truly aligns with your core values.

In a male-dominated field like soccer, the right environment makes all the difference. When you work with people, especially men who genuinely want to see you succeed, they open doors for you and invite you to sit in the round table. I’ve been fortunate to be part of a soccer club where my opinions are valued and respected.

Coming from the entertainment industry, soccer wasn’t the path I expected, especially since it’s not a major sport in Puerto Rico but I’ve embraced it fully. I’m still learning so much about the game, and that’s part of what makes this journey exciting.

The truth is, the right people will set you up for success. I’ve been lucky to work for a club that surrounds me with men who respect my expertise and mentor me. I know that’s not the case everywhere; many of my counterparts have fought battles just to have their voices heard. But here, it’s different. This is a club that hires strong, talented women and fosters a culture of respect. Everyone stays in their lane, and when we step into someone else’s, it’s only to help or to be helped.

That kind of collaboration isn’t just rare in sports, it’s rare anywhere. And I don’t take it for granted.

DoGoodery: You’ve mentioned feeling lucky and blessed. And yes, there’s always some element of luck in any journey, but it’s also about what you bring to the moment. How has asking for what you want helped you move forward or open new doors?

Mariel: I was fortunate but I also created my own opportunities. For most of my life, I thought my career would be entirely in entertainment. Then, while still at Univision, I began working with LAFC, leading broadcast negotiation efforts and collaborating directly with the co-president, who still holds that role today. He was incredibly supportive and welcoming.

One day, I walked right up to him and said, “I want to work for you. I want to work for this club.” Shortly after, he spoke with the hiring manager, someone I deeply admire and am still friends with and they offered me the role on the spot.. I could see myself in that position, and they took a leap of faith.

That opportunity was the result of a mix of luck, confidence, and blessings and it taught me the importance of trusting yourself. 2019 was my leap of faith, and it worked out. I didn’t know anything about soccer and at the time I didn’t even know who Carlos Vela was. But they believed in me because they recognized my ability to solve problems and bring the right experience to the table.

Dogoodery: I’d love to hear more about how your cultural identity, being Puerto Rican and navigating life and work here in the U.S., has shaped your experience. In some ways, it can be a superpower, but it can also come with real challenges, similar to being a woman in this industry. How has your identity helped you in your career, and in what ways has it made things more difficult

Mariel: Being Puerto Rican has definitely shaped who I am personally and professionally. Growing up, we’re raised with a strong sense of community, resilience, and adaptability, which I think has become a superpower for me. I speak Spanglish to everyone, even people who don’t speak Spanish, and it’s part of how I connect with others. It opens doors, sparks relationships, and helps me bridge different communities.

At the same time, navigating life and work in the U.S., especially in a male-dominated industry like sports, hasn’t always been easy. There are moments when your cultural identity or accent can make you feel different, or when people don’t immediately see the value you bring. Early in my career, I remember feeling that acutely at networking events, where my appearance and background set me apart. But those challenges pushed me to reflect, grow, and figure out how to show up in my strongest, most authentic way.

Ultimately, my identity has been a huge advantage. It allows me to connect with diverse people, build meaningful networks, and approach problems creatively. At the same time, it’s taught me resilience and the importance of trusting myself, because sometimes you have to take a leap of faith and prove your value. I wouldn’t trade that perspective; it’s part of what allows me to thrive in spaces where women are still underrepresented.

Dogoodery: Thank you for sharing that, Mariel. You know, a lot of people could spiral from something like that

Mariel: And I did take it to heart at the time, but eventually I realized that comments like that were a reflection of him and the mindset of those folks, not of me. It took me a while to learn that, but once I did, it gave me the clarity and confidence to trust myself and focus on my own path.

Dogoodery: So many of us, especially women, have all had that moment in our lives, and no matter how confident you are, it can be so jarring, and it can really take you down.

Mariel: 100%. I’m stubborn and strong-willed, and I know that’s one of my unique traits. I’ve faced my share of emotional hell, and I’ve learned that if you choose to keep moving forward, everything eventually aligns in your favor.

DoGoodery: So, branching off of your cultural identity, you also have a lot of experience in multicultural marketing. How do you define “authenticity” and what does it mean to you?

Mariel: From a professional perspective. At LAFC, I work under the corporate partnership umbrella as the Director of Partnership Success, where I lead a portfolio of partners. Whenever a partner comes to me and says, “I want my brand to align with the Latino community,” my first question is: How do you want to do that?

Often, they come with a checklist “I want to do this, this, and that” but I push back because that’s not authentic. To truly connect with a community, you have to listen to them. For example, if a brand wants to engage the Latino community, don’t just advertise in English. Adjust your brand message by speaking in Spanish or even Spanglish since it’s becoming the language of our generation and future generations. Make sure your creativity and messaging genuinely reflect the community.

At the end of the day, as the quarterback of these projects, I guide my partners to make sure our activations not only engage the community but also create impact. Authenticity isn’t just about words it’s about alignment and meaningful action. 

From a personal POV, authenticity is really just being yourself. When you hide your best qualities to fit in, that’s when you sabotage yourself. Of course, knowing your audience matters you behave differently in a professional setting than with friends but the core is the same: be yourself.

DoGoodery: In what ways has your self-starter mindset influenced your professional growth? Do you have any daily practices or routines that help you stay motivated? How has that mindset helped you grow, and what keeps you inspired day-to-day?

Mariel: I think it really comes down to me and my drive. It’s something so natural that it’s hard to put into words. I’m a self-starter. I love giving and supporting others. Whether it’s my family, my friends, or my community, I want to be a source of help and inspiration. That mindset drives me to create impact, whether it’s through my work at LAFC, where I provide people with core memories of attending a game for the first time or through mentoring and connecting others. I see myself as a connector, and that’s what fuels my motivation. I want to be used by my circle as sources so they can continue to succeed.

Routine is a big part of staying motivated. Most days, I wake up at 4:30 a.m.,  I try to work out 4–5 times a week, and have my cafecito as a morning ritual. A ritual I share with one of my best friends where we call each other, check in, and set the tone for the day. Those small habits keep me grounded, focused, and energized.

Overall, my self-starter mindset has allowed me to create my own opportunities, push past challenges, and maintain a sense of purpose in everything I do. What keeps me inspired every day is seeing the impact I can have whether it’s creating experiences for people who’ve never been to a game or helping others reach their potential. That combination of drive, routine, and purpose is what fuels my growth.

DoGoodery: Looking back, is there a moment where you thought, “This is where I meant to be and this is what I’m meant to be doing”?

Mariel: I think right now is the moment where I truly feel like I’m meant to be here. I’m present, and I know it because whenever I’m working whether it’s at LAFC, running my own agency, or serving on boards I’m fully engaged. I enjoy what I’m doing, I don’t get tired, and I see projects through to the end.

It’s not just about the work at LAFC; it’s about staying connected to anything that fuels my passion. I seek it out, and sometimes it seeks me out, which is an interesting part of this journey. Right now, I’m living my dream job. I’m actually living one of my prayers, and it’s an incredible feeling to be fully immersed in work that aligns with my purpose, my drive, and my values.

DoGoodery: Speaking of that self-starter mindset, could you tell us more about your agency? How it came to be and what inspired you to build something of your own?

Mariel: My agency officially launched about a year ago. Funny enough, you were one of the people who pushed me to make it happen. Opportunities kept coming my way, they basically knocked on my door, and I realized I just had to say yes.

It’s completely separate from my work at LAFC, and it doesn’t take away from my day-to-day responsibilities there. I’m still fully engaged and performing at a high level at LAFC, but the agency allows me to explore new opportunities, help others, and apply my skills in different ways. It’s been a natural extension of my self-starter mindset and passion for connecting people and creating impact.

DoGoodery: You’ve been so generous with your network and your time, and I know that comes from a belief in abundance and that there’s room for everyone to succeed. How do you stay grounded in that mindset, especially in competitive industries like sports and media?

Mariel: I really don’t mind sharing my half of the pie. Whatever is meant for you is for you, and no one can take that away. That mindset is a big part of why I’ve been successful at both LAFC and the agency  and why my network is so strong and unique. I genuinely believe there’s room for everyone to succeed, and I love sharing what I know, introducing people, and creating opportunities.

Being a connector is at the heart of who I am. Sharing my work, my network, and my insights doesn’t take away from my success, it amplifies it. I think that generosity and belief in abundance is what allows me to thrive in competitive industries like sports and media.

DoGoodery: We know there’s no such thing as a linear path, and everyone’s journey looks different. But for young women trying to break into the evolving world of sports, what are some grounding principles or lessons you’ve learned that might help them along the way?

Mariel: Right now, with the World Cup and the Olympics coming up, there’s a real need for talented women and men in sports. If sports is the path you want to take, there are a few key principles I’ve learned along the way. First, patience and a willingness to learn are essential. Networking is also critical, but it’s important to approach it with humility. You don’t automatically deserve something just because you’ve worked hard. So be open to learning, be comfortable with discomfort, and be willing to do things you might not enjoy at first.

Sports aren’t for the faint of heart. It’s not a typical nine-to-five; you’ll work game days, long hours, and in fast-paced environments. That’s why it’s important to work for an organization or team that aligns with your passion. 

Finally, sports are incredibly humbling. One day you’re celebrating a championship, and the next, you’re at the bottom of the league. Last year’s team might win the Cup, and this year they could be the worst team. If you approach it with humility, patience, and an open mind, sports can teach you resilience, collaboration, and the power of taking leaps of faith.

DoGoodery: But what I love is that advice can transcend into an industry.

Mariel: Exactly. I didn’t know anything about soccer when I joined LAFC. The only thing I knew was that when you score a goal, you get a point. Beyond that, I was willing to learn. I transitioned from an entertainment role at Univision to a more mid-level management role in sports, and I worked hard to get where I am today. I’m very proud of my position, the network I’ve built, and the relationships I’ve cultivated. I’m protective of my network, but I also share it with the right people.

I’ve had students reach out and say, “I’d love to have coffee,” and I make sure to make the time to guide and support them. I truly believe in lifting as you climb. None of this happened overnight; it came from saying yes to opportunities, working hard, and staying curious. If I can help others do the same, even in small ways, then I know I’m doing something right.