EDITOR’S NOTE: Freddy Rolón serves as Head of Digital Content and Audience Expansion, a role he was promoted into in June 2023. He is responsible for leading content across ESPN’s digital platforms, including ESPN.Com and the ESPN App. He is also responsible for overseeing ESPN’s digital businesses globally and leads ESPN’s U.S. Hispanic business strategy. Prior to his current role, Rolón served as Senior Vice President, Programming and Scheduling. In that role, he was responsible for leading the overall content strategy for ESPN’s linear networks, including ESPN, ESPN2, ESPNU and ESPNEWS. He also oversees all aspects of the ESPN Deportes business.
As we enter the beginning of Hispanic and Latin American Heritage Month (Sept. 15-Oct. 15), ESPN is launching a year-long content initiative that pays tribute to our diverse audience and looks ahead to the 20th anniversary of ESPN Deportes, to be celebrated in January.
ESPN Deportes launched on Jan. 7, 2004, as one of the first 24/7 Spanish-language sports networks in the U.S. Almost 20 years later, it stands as a beloved sports brand among Hispanic fans.
To honor this milestone, this extensive project will feature culturally relevant programming in both English and Spanish across various platforms. Among our upcoming content initiatives is “Las Amazonas de Yaxunah,” a documentary on the indigenous softball team that challenged gender stereotypes in its Yucatán village.
Over the past year, ESPN embedded a camera crew under the leadership of Gustavo Coletti, senior managing producer, to follow their journey. Their story will come to life in a short-form piece debuting on Monday, Oct. 9, when we celebrate Indigenous People’s Day, with the long-form documentary premiering in March 2024 during International Women’s Month.
This type of storytelling is an example of how ESPN’s steadfast commitment to diversity and authenticity has enabled us to connect with the Hispanic community in ways previously unimaginable.
From the start, we emphasized that ESPN Deportes wasn’t a mere translation of ESPN but a network with its own unique identity tailored to Hispanic fans across the U.S. This vision continues to guide our approach to storytelling.
This project proves that it is the exceptional work of our team members that makes ESPN great. Our company-wide celebration is a demonstration of the power of ESPN and the strength of our collective assets when directed behind a single message.
As a company, we could not have reached this achievement without the hard work and dedication of our exemplary team. Its passion has been instrumental in establishing ESPN Deportes as the go-to destination for the Hispanic community.
You can learn more about ESPN’s Hispanic Heritage Month-themed programming here.
