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Arizona Coyotes and Dignity Health Announce Hispanic Heritage Month Celebrations


Partnership between the Arizona Coyotes & the Arizona Hispanic Chamber of Commerce to Shine Spotlight on Thriving Hispanic Businesses Throughout the Season.

The Arizona Coyotes, the only NHL team with a Latino ownership group as well as Latino President & CEO, announced today robust plans to commemorate Hispanic Heritage Month.  In partnership with Dignity Health, the team will host a Hispanic Heritage Month kick-off event on Wednesday, Sept. 14 at Ice Den Scottsdale, where it will unveil details to engage the local community, shine a spotlight on thriving Latino businesses from the greater Phoenix area, announce its major sponsorship of the U.S. Hispanic Chamber of Commerce Annual Convention, unveil its new season long partnership with Latino marketing agency Chemistry Cultura, and celebrate Latino culture with enhanced “Noche con los Yotes” game activations.

Hispanic Sports Marketing
Xavier A. Gutierrez, President & CEO Arizona Coyotes Hockey Team

“On behalf of our Owner, Alex Meruelo, and the entire Arizona Coyotes organization, we’re excited to take our Hispanic Heritage Month plans to the next level this year,” said Coyotes President & CEO Xavier A. Gutierrez. “Alex and I are very proud of our Latino heritage and look forward to amplifying support of Hispanic leaders, businesses and non-profit organizations that lead with positive impact. This month is about celebrating our rich and diverse culture, as well as engaging with our growing fan base.”

The team will convey details of its enhanced “Noche con los Yotes” home game program, taking place monthly during the 2022-23 season, and featuring recognition of a Latino business on the same night each month. The small business program aptly named “Estrella of the Month,” is a partnership among the Coyotes, Univision Arizona, and the Arizona Hispanic Chamber of Commerce. Businesses must be a member of the Arizona Hispanic Chamber of Commerce and will be selected in consultation with Chamber and Univision leadership. Each month’s winner will receive up to four tickets to a “Noche con los Yotes” home game during which they will be recognized on the videoboard at the ASU’s Mullett Arena, new temporary home of the Coyotes.

The Coyotes will visit each winning business to announce their selection and present the owner of the company with a jersey and invitation to attend the game as a special guest. Winning businesses will also form part of a Coyotes promotional campaign, being recognized across the team’s various digital media platforms.

Arizona Coyotes & Univision

In addition, Univision Arizona will create video and audio content to promote the campaign and distribute the content across its media channels (radio, TV, digital), while also promoting and marketing the winning businesses throughout the season.

The Arizona Coyotes and Univision Arizona are proud to announce an extended partnership that includes the Coyotes broadcasting two Spanish radio games per month throughout the regular season. Spanish Radio Play-by-Play Announcer Luis Hernandez will be back to call all the action on KHOV 105.1 FM.

Further highlighting the Coyotes’ commitment to Hispanic-owned businesses, the Coyotes will be one of the main sponsors of the United States Hispanic Chamber of Commerce Annual Convention, taking place October 2 through 4 at the Sheraton Downtown Phoenix. The Coyotes along with the Meruelo Group will sponsor the opening reception for the event titled, “La Gran Bienvenida,” expected to draw more than 2,000 participants and visitors from across the country.

Constant engagement

Throughout the year, the Coyotes rely on the support and guidance of a Latino Advisory Council comprised of multiple Hispanic representatives of local and national companies, nonprofits and media. The council is led by chair, Gary Trujillo, Southwest Harvard Group and co-chairs, Monica Villalobos of the Arizona Hispanic Chamber of Commerce (AZHCC) and David Adame, Chicanos Por La Causa (CPLC).

To amplify the team’s community work and engage Latino fans, the Coyotes have retained award-winning multicultural marketing firm, Chemistry Cultura. The agency recently opened an office in Arizona and works with clients including Coca-Cola, Comcast, Heineken, Microsoft, NFL and T-Mobile.

“One of our guiding principles is that individual results can never match the efforts from a true team approach,” added Gutierrez. “With that in mind, we’re so grateful to our partners at Univision, at the Chamber, and in the community for helping us commemorate this important month.”

To learn more about all Hispanic Heritage Month initiatives in advance of the new Coyotes season, visit

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