ESPN is making a bold move, bringing in a new wave of talent that might surprise traditionalists! The sports broadcasting giant is reportedly set to sign Lily Shimbashi, the visionary founder behind Sportsish, to a two-year contract. This isn't just a casual hire; Shimbashi will be a full-time content creator focusing on ESPN's biggest events. This strategy echoes their earlier decision to bring Katie Feeney on board in August 2025, signaling a clear intent to connect with younger demographics and female sports fans through creators who've already built dedicated followings online.
Shimbashi's involvement with ESPN isn't entirely new. She's been a valuable contributor since August via the ESPN Creator Network. This new deal solidifies that partnership and extends it all the way to 2027. Her role will involve crafting unique Sportsish-style content for espnW and across ESPN's social media channels, and she'll be front and center at major events. Get ready to see her in action as the lead red carpet content creator at the NFL Honors awards show this Thursday!
But here's where it gets interesting... ESPN's President of Content, Burke Magnus, hinted at this very strategy last fall. On the Sports Media with Richard Deitsch podcast in September, he mentioned plans to hire another social media influencer, especially after Katie Feeney's initial performance exceeded expectations. It seems Shimbashi is the one they had in mind.
And this is the part most people miss... Kaitee Daley, ESPN's SVP of digital, social, and streaming content, highlighted Shimbashi's unique ability to foster inclusive fandom. "Lily understands that fandom doesn’t look the same for everyone, and she has created a space that welcomes people into sports rather than asking them to prove they belong," Daley stated. She further emphasized Shimbashi's skill in creating culture-forward sports content specifically for a female audience, calling her a "powerful addition" as ESPN expands its reach.
Interestingly, Daley was also the executive who discovered and recruited Katie Feeney. Magnus himself acknowledged on the podcast that he likely wouldn't have found Feeney's work otherwise. Now, Daley appears to be replicating that success with Shimbashi, who has spent the last five years building Sportsish – a platform with the catchy tagline "Not Your Boyfriend’s Sports News." This platform has become a go-to for female sports fans, positioning them as the primary audience rather than an afterthought.
Shimbashi shared with Front Office Sports that her business plan for Sportsish was born out of a realization that mainstream sports media was missing content tailored to female fans' perspectives. ESPN recognized her engaged audience, which aligns perfectly with the demographic they're eager to reach, leading to this official partnership.
"I’m really excited to be associated with a company like ESPN," Shimbashi expressed. "I always grew up wanting to be an ESPN reporter, and then I felt like there was a gap in mainstream sports media. So out of college, I kind of developed this business plan that became Sportsish, which is the company I’ve been building over the last five years. And slowly but surely, ESPN took note that we have an audience of female fans, and it’s a fandom that they’re trying to reach."
Following the Super Bowl festivities, Shimbashi is slated to cover other major ESPN events, including the NBA Finals, Stanley Cup Final, and the ESPYS. With ESPN gearing up for its first Super Bowl telecast on February 14, 2027, from SoFi Stadium in Los Angeles, Shimbashi is expected to be a key part of that coverage.
It's clear that ESPN is acknowledging a significant shift: traditional sports media is ceding ground to creators who speak the authentic language of today's audiences. With over half of Americans getting news from social media, according to Pew Research, and short-form video dominating consumption, creators have amassed massive followings on platforms where ESPN's traditional programming sometimes struggles to break through.
Now, here's a point that might spark some debate... When Katie Feeney joined ESPN with nearly eight million TikTok followers, she quickly made an impact, taking over SportsCenter on Snapchat, producing daily vertical videos, and appearing on major ESPN shows. Her arrival wasn't without criticism from some traditional viewers who questioned the move. However, Barstool Sports producer Hank Lockwood offered a different perspective, suggesting that ESPN hiring Feeney signaled a shift towards Barstool's successful model, rather than the other way around.
Magnus defended these hires, stating, "I’m in my late 50s. And not that I’m an expert on it, but I have an appreciation for what matters to sports audiences — particularly younger sports audiences. This matters. I don’t care what you say. And when I read articles or criticisms or things about how we’re sort of compromising ourselves by a hire like this, it’s just to me, like, laughable. She is so relevant with an audience that is not insignificant and is very important to the future of our business."
Awful Announcing even recognized Feeney as a top sports influencer of 2025, noting that ESPN's decision to hire her introduced many traditional fans to the concept of a sports social media star. Feeney effectively became a bridge, connecting ESPN with digital-first fans and broadening the experience of sports fandom.
Feeney proved the model's viability, and Shimbashi's hiring suggests it's far from a one-off strategy. What do you think about ESPN's approach to hiring social media influencers? Is it a smart move to capture new audiences, or does it dilute the traditional sports media landscape? Share your thoughts in the comments below!
