Semiao “retired” to California in 2013, only to find the perfect role at NFL Network.tony florez photography
After close to 30 years at ESPN, Ron Semiao retired from the company in the spring of 2013, and he and his wife relocated to Los Angeles for personal reasons.
When Semiao became available he was quickly snatched up by two of his old ESPN colleagues who worked at the NFL: Steve Bornstein, who ran media for the league, and Mark Quenzel, who was a senior vice president of programming and production for the league.
Semiao and Quenzel, in particular, had been close friends during their run at ESPN. Semiao first met Quenzel when he was working at the Boston-based regional sports network NESN, and in the 1980s suggested that former ESPN programming executive John Wildhack hire him in Bristol.
For Bornstein and Quenzel, Semiao’s background with running the X Games made him a natural fit for the new job they were creating at the league, which involved helping to stage some of the league’s bigger events, in addition to working in NFL Network’s programming department.
“At the NFL, we were getting much bigger into this event production business,” Bornstein said. “Previous to 2004, the NFL basically delegated the halftime and pregame ceremonies to the network that was producing the Super Bowl. Subsequent to the Janet Jackson controversy, Commissioner [Roger] Goodell wanted us to be responsible for what we’re putting on television and asked me to head up a team to internalize what had previously been an external operation. Originally, I hired a bunch of independent contractors to help me do it. Then, we subsequently brought it in-house, and that’s where Ron provided a real skill.”
When Semiao moved to L.A., he figured he would pick up freelance work. But when Quenzel asked him to run NFL Network’s programming department, plus work on things like the halftime show and NFL Honors, Semiao jumped at the chance.
“I’ll always be indebted to Steve and Mark for making it a very soft landing,” Semiao said.
