Get ready for a game-changer in the world of sports media! ESPN is making a bold move by hiring Lily Shimbashi, the brilliant mind behind Sportsish. But here's where it gets controversial...
ESPN's Social Media Revolution: Embracing the Future of Sports Fandom
In a strategic move, ESPN has signed a two-year deal with Lily Shimbashi, the founder of Sportsish, to become a full-time content creator for their major events. This decision follows ESPN's previous successful hire of Katie Feeney, and it showcases the network's commitment to engaging younger and female audiences through independent creators.
Shimbashi has been contributing to ESPN since August through the ESPN Creator Network, and this new deal formalizes their partnership, extending it until 2027. She'll be creating custom Sportsish content across espnW and ESPN's social platforms, covering major events throughout the year. Her first assignment? Leading ESPN's red carpet content creation at the NFL Honors awards show this Thursday!
ESPN's President of Content, Burke Magnus, had hinted at this move last fall during an appearance on the Sports Media with Richard Deitsch podcast. He praised the success of Feeney's first two months, which exceeded expectations, and now Shimbashi seems to be the next big addition to the ESPN family.
Kaitee Daley, ESPN's SVP of digital, social, and streaming content, had this to say about Shimbashi: "Lily understands that fandom is diverse, and her platform welcomes people into sports without judgment. Her ability to create sports content tailored for a female audience is a powerful asset for ESPN as we expand our reach."
Daley, who also identified Feeney and brought her to ESPN, is now doing the same with Shimbashi. Sportsish, with its tagline "Not Your Boyfriend's Sports News," has grown over the past five years to become a go-to platform for female sports fans, offering content that puts them front and center.
Shimbashi shared her journey with FOS, explaining how she recognized a gap in mainstream sports media for content that resonated with female fans. ESPN took notice of her audience and decided to partner with her officially.
"I'm thrilled to be associated with ESPN. Growing up, I always dreamed of being an ESPN reporter, but I felt a gap in mainstream sports media. So, after college, I developed a business plan that became Sportsish. ESPN recognized our female fan audience, and now we're working together to reach this fandom."
After Super Bowl week, Shimbashi will be covering ESPN's other major events, such as the NBA Finals, Stanley Cup Final, and the ESPYs. ESPN is already planning its first Super Bowl telecast on February 14, 2027, from SoFi Stadium in Los Angeles, and Shimbashi is almost certainly going to be a part of that historic coverage.
ESPN understands that traditional sports media is evolving, and creators who speak the language of their audiences are gaining traction. According to Pew Research, more than half of Americans regularly get news from social media. Short-form video platforms like TikTok and YouTube dominate consumption habits, and creators have built massive followings.
Feeney arrived at ESPN with nearly eight million TikTok followers and quickly became a key part of ESPN's digital presence. She took over SportsCenter on Snapchat, produced daily vertical videos for ESPN's app, and appeared on popular shows like Sunday NFL Countdown and College GameDay.
Feeney's hire drew criticism from some traditional ESPN viewers who questioned the network's decision to bring in a social media creator. However, Hank Lockwood, a producer at Barstool Sports, had a different perspective, suggesting that ESPN was adopting Barstool's blueprint.
Burke Magnus addressed these concerns, emphasizing the importance of understanding younger sports audiences. He believes that hiring creators like Feeney and Shimbashi is a strategic move towards the future of sports media.
Awful Announcing ranked Feeney as one of the top sports influencers of 2025, noting that ESPN's hire introduced traditional fans to the concept of sports social media stars. Feeney and now Shimbashi have become bridges between ESPN and digital-first fans, offering exclusive moments and expanding the sports fandom experience.
Feeney proved the model worked, and Shimbashi's hire solidifies ESPN's commitment to this strategy.
So, what do you think? Is ESPN's move towards social media creators a brilliant strategy or a compromise? Share your thoughts in the comments below! We'd love to hear your opinions on this evolving landscape of sports media.
