Bob Roller, vice president of sports for Shriners Children’s, has announced two key staff promotions as the organization continues to strengthen its national sports initiatives and expand the impact of its mission‑driven events.
Dustin Johnson Elevated to Executive Director of Sports
Shriners Children’s has promoted Dustin Johnson to executive director of sports, expanding his leadership role across the organization’s growing portfolio of sporting events and partnerships. His expanded responsibilities include guiding collaborations with professional sports leagues, universities, athletes, media partners, and event organizers.
“Dustin’s vision and leadership have been instrumental in elevating our national sports initiatives for more than a decade,” said Bob Roller, vice president of sports for Shriners Children’s. “He has earned the respect of countless college administrators, coaches, and other sports industry executives. His promotion reflects both his continued impact and dedication to our organization.”
Johnson’s tenure at Shriners Children’s began in 2012, when he joined the organization as a student intern supporting the East-West Shrine Bowl and the healthcare system’s PGA TOUR event. He later led the marketing and communications department at Shriners Children’s Texas, a globally recognized hospital known for advancements in pediatric burn care and orthopedics.
Throughout his tenure, Johnson has helped drive a period of significant expansion, guiding the launch of several high‑profile initiatives surrounding elite college baseball tournaments, ESPN‑partnered basketball, softball, and volleyball events, along with collaborative campaigns with the innovative indoor golf league TGL and the global soccer federation Concacaf.
Johnson holds both a bachelor’s and master’s degree in sport management from Texas A&M University. He was honored with the prestigious Jefferson Award for Public Service at the George H.W. Bush Presidential Library for his contributions to youth baseball organizations and adaptive sports programs. Johnson is a lifetime member of the Waco, Texas, chapter of Shriners International (Karem Shriners) where he is an emeritus representative to the healthcare system’s annual meeting.
Viviana Ulloa Promoted to Senior Coordinator of Sports
Shriners Children’s has announced the promotion of Viviana Ulloa to senior coordinator of sports, recognizing her contributions and growing impact across the organization’s national sports initiatives and events. Ulloa has become an indispensable member of the sports team, playing a central role in the planning and execution of the annual East-West Shrine Bowl, the nation’s longest‑running college football all‑star game.
“Viviana has quickly become one of the most trusted and respected members of our sports team,” said Bob Roller, vice president of sports for Shriners Children’s. “Her professionalism, work ethic, and ability to work effectively with NFL personnel and college programs make her an invaluable asset. This promotion highlights her outstanding work and the bright future she has with our organization.”
In her expanded role, Ulloa will continue to serve as a key liaison to all 32 NFL teams and the NFL league office in New York, ensuring seamless communication and coordination throughout the scouting and player selection process. She also supports the game’s scouting operations and works closely with many of the top college football programs in the country, helping enhance the experience for future NFL stars as they prepare for their professional careers.
Ulloa’s promotion reflects Shriners Children’s ongoing commitment to strengthening its national sports initiatives in support of the organization’s mission. These events play a vital role in raising awareness, engaging partners, and creating meaningful opportunities for patient ambassadors to share their stories.
Learn More About Our Events
Since 1925, the East-West Shrine Bowl has benefited Shriners Children’s while showcasing the next generation of NFL legends. Each year, more than 125 of the nation’s finest draft eligible college football players showcase their skills in front of NFL and other professional league scouts for their opportunity to play at the next level. Past greats to play in the game include Tom Brady, Walter Payton, Lawrence Taylor, John Elway, Gale Sayers, and Brock Purdy.
The Shriners Children’s College Showdown is an annual six-team college baseball tournament hosted by REV Entertainment at Globe Life Field, home of the Texas Rangers. The tournament is regarded as one of the top collegiate baseball tournaments in the nation, consistently drawing fans, top-ranked programs and scouts from every major league organization each year.
The Shriners Children’s Charleston Classic is an elite early-season NCAA Division I men’s basketball tournament played each November at TD Arena in Charleston, South Carolina. The tournament features a bracket format with eight games over two days. All games are broadcast across the ESPN family of networks.
The Shriners Children’s Clearwater Invitational is the nation’s premier early season college softball tournament featuring 16 NCAA Division I teams in sunny Clearwater, Florida. All games are broadcast across the ESPN family of networks.
The Shriners Children’s Showdown at the Net is a premier early‑season collegiate volleyball tournament featuring top NCAA Division I programs from across the country. The event is hosted at the ESPN World Wide Sports at the Walt Disney World Resort in Florida.
The adidas Polynesian Bowl benefiting Shriners Children’s is an elite all‑star football showcase in Honolulu, Hawaii, featuring the nation’s top high school players to celebrate Polynesian culture and excellence. The event raises awareness and support for Shriners Children’s mission during its national television broadcast on NFL Network.
The Shriners Children’s Skills Challenge featuring Rickie Fowler, hosted at the world-class SoFi Center in Palm Beach Gardens, is a signature fundraising event created in partnership with TGL and PGA TOUR winner Rickie Fowler.
About Shriners Children’s
Shriners Children’s is changing lives every day through innovative pediatric specialty care, world-class research and outstanding medical education. Our multiple locations in the United States, Canada and Mexico provide advanced care for children with orthopedic conditions, burns, spinal cord injuries, and cleft lip and palate. All care is provided regardless of the families’ ability to pay. Shriners Children’s has treated nearly 2 million children from more than 170 countries over the last 100 years. For more information on the care provided by Shriners Children’s, go to shrinerschildrens.org.
Shriners Hospitals for Children is a 501(c)(3) nonprofit organization and relies on the generosity of donors. All donations are tax deductible to the fullest extent permitted by law.
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