Eva Longoria Announces $1 Million Investment to Support Latina Entrepreneurs Actress and entrepreneur Eva Longoria has pledged a $1 million investment to advance opportunities for Latina business owners through her foundation, the Eva Longoria Foundation. The announcement, made during a panel at the 2024 South by Southwest (SXSW) Conference in Austin, Texas, underscores her ongoing commitment to economic empowerment within the Latina community. The funds will support the foundation’s entrepreneurship programs, which provide mentorship, business training, and access to capital for early-stage Latina founders. Longoria, a vocal advocate for Latina representation in business and media, emphasized that the investment aims to address systemic barriers that limit access to funding and networks for women of color. “Latina entrepreneurs are starting businesses at record rates, yet they receive less than 1% of venture capital,” she said during the SXSW session. “This investment is about closing that gap—not just with money, but with real support that helps them scale.” The Eva Longoria Foundation, established in 2012, focuses on education and entrepreneurship as pathways to economic mobility. Its programs include the Latina Entrepreneur Academy, which offers a 12-week curriculum covering business planning, financial literacy, and pitch development. Participants too gain access to a network of mentors and potential investors. To date, the foundation has supported over 1,000 Latina entrepreneurs across the United States. Industry data reinforces the require for targeted support. According to the 2023 State of Women-Owned Businesses Report by American Express, Latina-owned businesses grew by 87% between 2014 and 2019—outpacing the growth rate of all women-owned firms. Despite this momentum, Latina founders face significant hurdles in securing funding. A 2022 study by the Stanford Graduate School of Business found that Latina entrepreneurs receive substantially less venture capital than their peers, even when controlling for education and experience. Longoria’s investment aligns with broader efforts to increase diversity in entrepreneurship. In recent years, initiatives such as the Latina Startup Alliance and the National Latina Business Women’s Association have worked to increase visibility and access to resources for Latina founders. Corporate programs from companies like Goldman Sachs and JPMorgan Chase have also launched targeted funding opportunities for women of color. The $1 million commitment will be distributed over the next two years, with priority given to founders in underserved communities, including those in rural areas and U.S. Territories. The foundation plans to partner with local organizations to identify candidates and ensure culturally relevant support. Longoria, who has built her own business portfolio through ventures in food, beverage, and media, continues to utilize her platform to advocate for underrepresented entrepreneurs. Her recent projects include co-founding the production company UnbeliEVAble Entertainment and investing in the tequila brand Casa del Sol, which highlights Mexican heritage and craftsmanship. As interest in diverse entrepreneurship grows, Longoria’s latest pledge highlights the role of targeted philanthropy in driving measurable change. By combining financial support with mentorship and community-building, the Eva Longoria Foundation aims to support Latina founders not only launch businesses but sustain and scale them over the long term.
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