Senior Vice President, Programming and Planning
Freddy Rolón serves as senior vice president, programming and scheduling, a role he was promoted into on September 2021. He is responsible for leading the overall content strategy and schedule for ESPN’s linear networks, including ESPN, ESPN2, ESPNU and ESPNEWS. He also oversees all aspects of the ESPN Deportes business.
In 2020, Rolón was one of the key executives leading ESPN’s programming team that collaborated with numerous league, conference and event partners to navigate the postponement, cancellation and rescheduling of thousands of events across ESPN platforms in the aftermath of the COVID-19 outbreak.
In his tenure at ESPN, Rolón has played an integral role in the development of the company’s content strategy to reach bilingual Hispanics consuming sports content across all of ESPN’s English-language platforms. He works closely with ESPN’s programming, production, audio, digital and print media teams, to maximize the relevance and appeal of ESPN’s English-language products for U.S. Hispanic fans.
At ESPN, he also serves as a member of the Company’s CEO Diversity & Inclusion Council, and is active in developing and implementing company-wide initiatives that promote a representative and truly inclusive culture.
Rolón, who joined ESPN in 2004, held the position of Vice President & General Manager, ESPN Deportes from 2016 to 2020. From 2011-2016, he served as Vice President of ESPN Deportes Programming and Business Initiatives from 2011-2016. In that role, he was responsible for overseeing all programming for ESPN Deportes, including acquisitions, development and scheduling.
After completing his MBA, he joined ESPN as senior manager of marketing for ESPN Deportes. He was promoted to senior director, marketing and integration of ESPN Radio (2005-2007), where he oversaw all the marketing efforts for ESPN Radio and ESPN Deportes Radio. Before officially joining ESPN in 2004, Rolón was an intern for ESPN International in the summer of 2003.
Rolón has received numerous accolades for his work in the media industry, including being named to The National Association for Multi-ethnicity in Communications (NAMIC) Most Influential Minorities in Media (2016, 2017, 2018, and 2019) and being named to the 2017 Alumni’s Society’s Top 25 Latino Leaders. In 2018, Rolon was named to The National Association for Multi-ethnicity in Communications (NAMIC) board, joining a distinguished group of executives of color supporting NAMIC’s work on multi-cultural diversity, equity and inclusion in the communications industry. He is also on the board of Partnership with Children, a non-profit that provides critical mental health services for students, engages families in the school community, and supports schools in low-income communities across all five boroughs of New York City.
Beyond his work in Programming, Rolón has long served as an inspiration, mentor and champion to employees at ESPN, sharing his personal experiences to help encourage and lift others. He has also served as an ally to our Corporate Citizenship team by collaborating with them on how ESPN can leverage the power of our brand to make access to sports more equitable in the Latino community. In august of 2021, under Rolón’s leadership, ESPN’s Corporate Citizenship team inaugurated the 10th safe space court build – this time in San Juan, Puerto Rico.
Rolón graduated from Wesleyan University with a bachelor of arts in economics and government and later received a master’s of business administration from the Tuck School of Business at Dartmouth.