Iris Diaz serves as the Chief Marketing Officer for the Dallas Mavericks.
“I’ve been with the Mavs for nearly six seasons now, and I’m incredibly excited about it,” Diaz expressed.
Raised in East Dallas, Iris is a first-generation Mexican-American. Her parents, Thelma and Sixto Diaz, left San Luis Potosi, Mexico decades ago, seeking a better life and future in the United States.
“My parents arrived in Dallas when they were just 20 years old, not knowing the language,” Iris recounted. “They migrated to the U.S. to provide us with opportunities for a better life, which was truly a blessing for us.”
Iris is one of five siblings.
“I have three older sisters and a younger brother, all of whom have been incredibly supportive of everything I’ve pursued,” she shared.
Despite growing up in the U.S., Iris and her family remained connected to their Mexican heritage and language, spending summers in Mexico.
“My parents always emphasized never feeling ashamed of our roots. We spoke Spanish not just at home but everywhere,” Iris affirmed.
Iris was determined from a young age to succeed and make her parents proud.
“I always wanted to defy stereotypes and prove that I could achieve something significant as a Latina who pursued higher education,” Iris said. “I was the only one in my family to attend university, going to three different institutions: Dallas College Eastfield Campus, UNT, and finally graduating from SMU.”
She commuted tirelessly for years across the Dallas-Fort Worth metroplex for work, driven by her unwavering family support.
“I worked in various marketing roles before landing my dream job in sports,” Iris reflected. “Sports has always been a passion of mine.”
Today, Iris leads a team of nearly 50 individuals.
“For me, it’s not just about educating our current employees, but also educating our fans about who we are,” Iris explained. “It’s been a tremendous opportunity to roll up our sleeves and get things done with a fantastic team and support from different departments.”
Dedicated to fostering inclusivity within the Mavericks and the NBA, Iris has pushed for greater representation.
“We have 20,000 fans at the arena, and 30% of them are Latino. They want to hear artists like Bad Bunny and Vicente Fernandez,” Iris emphasized. “When I joined, I questioned why we weren’t doing Spanish TV or commercials. The response was simple: no one had asked before.”
Under her leadership, initiatives like Festival de Los Mavs have become benchmarks, celebrating Hispanic and Latino culture with events featuring folkloric dancers, lucha libre, and merchandise designed by local Latinos.
“We’re not just a halftime show anymore; we’re integrated into the core of everything we do,” Iris proudly stated.
Beyond her NBA achievements, Iris aims to inspire the next generation of Latino executives.
“It’s about paving the way for the next generation of Latinos, ensuring greater representation in sports,” Iris emphasized. “That’s why I’m involved with six boards and always volunteering, striving to assist younger generations.”
Regardless of the outcome in The Finals, Iris and her team take pride in their accomplishments this season, witnessing the city rally behind the Mavericks in blue and silver.
“This is what we work towards – reaching the championship. Seeing Dallas embrace the team in blue and silver is the ultimate reward,” Iris concluded.
