The Journey of Sarina Soriano: Breaking Barriers in Sports Production
For Sarina Soriano, a senior producer for the 49ers, stepping onto the field at Hard Rock Stadium in Miami back in February 2020 was a moment she’ll never forget. Overwhelmed with emotion, she shed tears while thinking about her family in the stands, capturing her first Super Bowl experience with the team she had loved since childhood.
“I’m a bit sentimental,” she admitted in a recent interview. “It’s surreal, really. There I was watching the 49ers from the nosebleed seats with my dad, and now I’m part of capturing history.”
Though the 49ers didn’t clinch the Lombardi Trophy that day, losing to Kansas City with a score of 31-20, Soriano’s passion for football and storytelling runs deep. Growing up in San Jose, California, she was on the field at just three years old, keeping her love for the sport alive into her young adulthood.
“Sports have always been huge for me,” she reflected. “My dad was into soccer and baseball, so watching 49ers games was our way of connecting.” Understanding this passion, Soriano pursued a degree in broadcast journalism at Caldwell University, where she took film and editing classes, hoping to find her niche behind the camera.
“Lacking representation in the industry was tough,” she recalled. “I only saw a few women, like sports reporter Michelle Tafoya, on screen. For a long time, I thought being a sports reporter was my only option.”
After graduating, she applied for the 49ers’ Denise DeBartolo York Fellowship—a program aimed at positioning women in roles where they’re often underrepresented. “When I arrived at 49ers Studios for my rotation, I had my sights set on becoming a cinematographer,” Soriano said, having quickly fallen in love with the craft. “I just wanted to tell stories.”
Building a career in a male-dominated field isn’t always easy. Soriano has faced her share of challenges. “Early on, people would look at me and say, ‘You should be in front of the camera,’ or remark on the heavy equipment I was carrying,” she recounted, describing the struggles of being a 5-foot-3 Latina surrounded by taller colleagues.
Despite the barriers, Soriano pushed through, eventually becoming the first female senior producer for her team. “I realized that the only validation I needed was my own,” she stated firmly.
Now in her tenth season, Soriano, a seven-time Emmy winner, leads a team that captures game-day moments that truly begin long before the kickoff. “We arrive five to six hours early to set up,” she explained, detailing the setup of cameras and equipment. They film everything from player arrivals to warm-ups, crafting content for the 49ers’ social media platforms.
“We focus on the highlights, the stories, and even film interviews before heading to the locker room,” she said, emphasizing the thorough approach her team employs. It’s a full day of work, from capturing behind-the-scenes interactions to recording press conferences.
As a leader, she feels immense pride in guiding other young producers through the industry. “You don’t really grasp the big picture until later in your career,” she mused. “I want to create space for others who aspire to influence the sports world, especially those who look like me.”
With National Hispanic Heritage Month around the corner, Soriano expressed her eagerness to share new stories this upcoming season. “Every year brings new challenges—new teams, faces, and narratives,” she noted. “I aim to present them as authentically as possible.”
For Soriano, it’s about getting to the heart of what being a champion really means, well beyond the game itself. “I want our fans to feel inspired by these athletes, to see their resilience. That’s what I love about being a cinematographer,” she concluded.
