Behind the Scenes with Emilio Cortez and Amalia Sofia Navarro: A Conversation on Diversity, Art, and the Beauty of Latinx Culture within the San Francisco 49ers Team

Continuing Our Exclusive Series on Culture and Community with the San Francisco 49ers

In this candid and inspiring conversation, contributing writer Olga Rosales Salinas connects with Emilio Cortez, Senior Coordinator and Founding Member of the 49ers’ first Latino Employee Resource Group (ERG), and Amalia Sofia (Sofy) Navarro, Senior Manager of 49ers EDU. Together, they share how culture, creativity, and community engagement have shaped their work with the team, both on and off the field.

From creating vibrant murals and honoring Latino youth on game day, to leading STEAM initiatives for thousands of students and building bridges with local organizations like ALAS, Emilio and Sofy exemplify how passion and purpose can thrive within a corporate legacy brand.

This is a story about art, authenticity, and the beauty of showing up fully as yourself—within an organization that embraces the richness of diverse voices.

Can art thrive in a corporate culture? The old adage, “do what you love, and you’ll never work a day in your life” always sounded like privilege to me. As a first-generation Latina I understood that my father’s adage would align more directly with my life path, “work hard and you’ll always have work.” Both of these sayings have merit. However, let’s imagine a world where you could do what you loved, in a corporate office, that would allow you to grow in community and through your artistic aspirations. That is what the San Francisco 49ers Legacy Team looks like for Emilio Cortez, Senior Coordinator and Founding Member of the 49er’s first Latino Employee Resource Group (E.R.G.) and Amelia Sofia (Sofy) Navarro, Senior Manager of the San Francisco 49ers, EDU.

I had the opportunity to sit down with Emilio and Sofy about their work with the Latino Employee Resource Group and the surrounding communities that benefit from their efforts. We talked about their program STEAM (science, technology, engineering, arts, and math), clothing drives with ALAS (Ayudando Latinos A Soñar), and so much more. What stood out to me in this conversation was the passion for art and art centered initiatives spearheaded by San Jose native, and San Jose State University Alumn, Emilio Cortez.

“My role is making sure that we are inclusive and creating space.” Emilio Cortez

Olga: First, thank you both for being here and sharing your experience with Silicon Valley Latino. I’d like to start with Emilio and ask, where did your passion for the arts begin?

Emilio: I grew up drawing. Every time my parents gave me a pen and paper I worked on creating art. It was in school when I learned all of the different ways to draw and create space for creativity. When I got into college I learned about mural work and I’ve been a part of several art projects, both inside and outside the 49er organization. What you see behind us is a mural I did for our employee space.

Olga: This question is for you Sofy, how did the Latino Employee Resource Group with the 49ers come about?

Sofy: Our first ERG [at the 49ers] was Women Connect and I was a part of that. It wasn’t until George Floyd where a lot of conversations started. Many ERGs started during those conversations. It was really a time where we decided to be more intentional about meeting and reaching out to our community.

“It is comforting to know that our organization is supporting us.” Sofy Navarro

Olga: What is something that brings you joy when thinking about your ERG’s work in the larger Northern California community?

Sofy: We started a program called Home and Away, serving k-8 in 14 different counties in and around the Bay Area, which aligns with STEAM (science, technology, engineering, arts, and math) for a three month program, discussing how art and architecture come together. We have students join us for an in-person lesson, with virtual classes as well. So we’re seeing groups of students three different times in a three month period and we serve about 10,000 students in a school a year.

Emilio: Part of my role is making sure that we are being inclusive. I oversee the transportation subsidies with schools making sure that they can participate in this program. We want to take away that barrier because we know transportation can get really expensive for these schools.

Olga: What are the requirements for schools to participate in this program?

Emilio: We do outreach for title one schools, but have schools come from as far away as Fresno. It’s really about capacity for them.

Olga: Congratulations on that work and starting this initiative. How has it led to fostering other connections with community groups?

Emilio: We’re working with ALAS and other ERGs here at the 49ers creating a joint clothing drive.

Olga: I was sharing with CJ, how much Silicon Valley Latino appreciates the work of ALAS. It's heartwarming to know that you are working closely with them. Because your work is so important, I have to ask, what do Culturally Inclusive initiatives look like in 2025?

Sofy: From our standpoint, we’re returning to why we started ERGs, which was really to support our employees and to have safe spaces for them. Roger Vidal is supporting all Cultural Inclusive initiatives going forward and that makes us very confident that our organization, and the larger NFL is also behind the strength of … diversity in general. It is comforting to know that our organization is supporting us. It’s important that we support each other, and to ultimately win a Super Bowl!

Olga: Let’s talk about your fan base. How often do you get to connect with fans?

Emilio: During Latino Heritage Month we’re fortunate to have some activation and we get to connect with fans during the actual game. Those are the things that people can see. One thing that we have been doing is the Latino Youth Honors. We’re able to choose two high school students who are doing well in school, on the field, and in their community and we’re able to present a hand painted football award to them.

Olga: These are footballs that you handpainted and created, correct?

Emilio: Yes. Those footballs are awarded on the field during a special pre-game ceremony. Also, during Latino Heritage Month we get to have input with the music during the game, as well as, what the cheerleaders will be doing and performing during those games. We love serving as that resource.

Olga: CJ mentioned that you do an altar every year. Can you talk about that experience?

“...as an ERG… we are influencing not only internally but [we can ask] what does our Latino community consume and see as part of the 49er brand.” Sofy Navarro

Emilio: Yes, our ERG created the altar and it’s been something that the staff gets to see, enjoy and be a part of. They participate and we get to share our family stories and it's been community building. 

Olga: What does your ERG do region wide as far as marketing to the Latino community?

Sofy: Actually, we have rights to market in Mexico. A lot of the content that we’re creating in the ERG level is also being leveraged in our 49er ESP Instagram channel and efforts in Mexico. We’re very lucky to be a part of that conversation. Emilio undersells himself a lot and his artistic eye, but it is something that our team has come to heavily rely on. It’s not just that he’s a talented artist, but he has that cultural perspective and aspect to his art. Those things as an ERG have put us into a position where we are influencing not only internally but [we can ask] what does our Latino community consume and see as part of the 49er brand. This is exciting because neither of us have marketing in our roles, but it is deeply impeded in what we do in the ERG for the community, and what our roles and responsibilities are in educating kids.

Olga: I agree, as Latinos it is second nature for us to tell stories and to be storytellers. This interview is a story about who you two are, and the work you are doing with ALAS and projects with K-8 students: STEAM and Home and Away. So thank you for sharing and being open about your experiences.

Sofy: Yes, thank you for having us. I’d like to add that as Latinos, being in a position to be working with kids, we want to reflect the students we’re supporting. Emilio and I are super proud of who we are, what we’re doing, and about being from the Bay Area. 

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