As the Dallas Stars chase playoff glory, Al Montoya has a mission rooted beyond the scoreboard. As vice president of cultural growth and strategy, his work focuses on something bigger than wins: building a lasting love for hockey in Texas.
Montoya’s title speaks to his purpose. With every game the Stars play, his mind is also on who’s watching. Who’s showing up. Who sees themselves in the sport.
From First Cuban-American NHLer to Strategic Leader
Montoya’s journey in hockey is unlike most. As the league’s first Cuban-American player, his roots in the sport are personal and historic. After nearly a decade in the NHL, he’s brought that perspective into the boardroom.
He calls this work his purpose, and it shows. His focus now is on those who haven’t yet discovered the game. He understands how much representation matters, especially in sports that lack visible diversity.
Texas has become a pipeline for national-level players. Some, like Blake Fiddler and Cullen Potter, began in local programs backed by the Stars. They now compete on the global stage.
Montoya's leadership is reshaping
Al Montoya the former NHL Player (Credit: Getty Image)
The leadership is reshaping not just who plays the game, but who feels welcome watching it. His presence at events, his conversations with Spanish-speaking fans, and his efforts in underrepresented communities speak volumes.
His role is more than symbolic. It’s practical and rooted in long-term change. Hockey’s future, especially in non-traditional markets like Texas, depends on this kind of outreach.
Montoya believes that the most talented hockey player might not have picked up a stick yet. He’s making sure that, when they do, there’s a space ready for them, regardless of their background.
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After losing NHL star Johnny Gaudreau, Meredith Gaudreau builds quiet strength through motherhoodAl Montoya’s work isn’t measured in goals or assists. It’s seen in new fans, diverse players, and growing access. By investing in people and places long overlooked by hockey, he’s ensuring the game grows broader, deeper, and more connected to the communities it now calls home. That’s why he’s still in the game.
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