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  • Writer's pictureWomen Story

Breaking Barriers in Sports Marketing: Sofia Cano's Trailblazing Journey to Empower Women

Pioneering a New Era of Inclusivity and Innovation

Sofia Cano has emerged as a beacon of innovation, diversity, and female empowerment. As the CEO of Utag and the co-founder of, Cano has redefined what it means to be a leader in the sports marketing industry. From her bold journey from Argentina to the U.S., Cano has not only navigated but also dismantled the cultural and gender barriers that often stifle progress in this dynamic sector.

Utag and Spearheading Change

Under Cano's visionary leadership, Utag has become synonymous with cutting-edge marketing strategies that resonate deeply within the sports industry, boasting partnerships with over 70 prestigious brands including P&G, Nike, and MLS. Complementing this success, stands as a testament to Cano's dedication to transparency and efficiency in marketing, setting new standards for stakeholder engagement.

LOVV: A Bold Step Towards Women's Empowerment

Cano's latest venture, LOVV, is perhaps her most audacious yet. This groundbreaking skincare brand, focusing on the vulva, seeks not only to offer high-quality care products but also to create a community centered on the empowerment of women's identities. LOVV is a challenge to societal taboos, aiming to normalize conversations about women's bodies and fight objectification through education and empowerment.

Overcoming Challenges with Resilience

The journey to the top has been fraught with challenges for Cano. Establishing a foothold in the U.S. sports marketing industry, a field where women-led agencies make up less than 1%, required overcoming significant cultural and gender barriers. Cano's relentless pursuit of recognition, coupled with her innovative approach and commitment to diversity, has proven that women from underrepresented backgrounds can lead successful companies in competitive industries.

Empowering Future Female Leaders

Cano's advice to aspiring women entrepreneurs is a testament to her journey: persistence is key, and feeling out of place or doubting oneself is part of the process. The path to success is paved with challenges that offer valuable lessons and opportunities for growth. Cano's story is a powerful reminder that with determination and a commitment to one's values, breaking barriers and achieving success is within reach.

A Vision for the Future

Sofia Cano's contributions to the sports marketing industry and her efforts to empower women globally are not just noteworthy; they are inspirational. Through Utag,, and LOVV, Cano is not just creating brands; she is fostering a movement towards a more inclusive and equitable business world. Her legacy is one of innovation, resilience, and an unwavering commitment to diversity and female empowerment, making her a true pioneer in her field. The early days were characterized by a relentless pursuit of recognition and resources, often knocking on doors and offering their services for free to showcase their capabilities in a market skeptical of new entrants, especially those led by women from diverse backgrounds. This uphill battle was compounded by the need to build a reputable network from scratch in the U.S., where their Latin American roots and female identity presented additional layers of complexity in gaining trust and investment in a predominantly male industry. Achieving success meant not only demonstrating exceptional innovation and strategic acumen but also leveraging the unique perspectives brought by their diverse team to foster inclusion and challenge stereotypes within the sports marketing and business communities. Each step forward involved proving the value of a woman-led business in delivering impactful, globally resonant marketing strategies, thereby establishing their agency as a formidable player in the U.S. market.

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