ESPN is making a bold move, embracing the power of social media influencers to connect with a new generation of sports fans! The sports broadcasting giant is reportedly set to sign Lily Shimbashi, the innovative founder of Sportsish, to a two-year contract as a full-time content creator. This strategic decision echoes ESPN's previous success with social media star Katie Feeney and underscores their commitment to engaging younger demographics and female audiences through creators who have cultivated their own online communities.
Shimbashi's journey with ESPN began in August through the ESPN Creator Network, and this new deal solidifies and extends that collaboration through 2027. She'll be instrumental in crafting unique Sportsish content for espnW and ESPN's social channels, while also contributing to coverage of major sporting events. Her initial assignment kicks off this Thursday as the lead red carpet content creator for the NFL Honors awards show.
This strategic pivot was hinted at by ESPN's President of Content, Burke Magnus, last fall. In a September podcast appearance, Magnus revealed that ESPN was actively planning to bring on another social media influencer following the overwhelmingly positive reception of Katie Feeney's contributions in her initial two months. Shimbashi appears to be that highly anticipated hire.
“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,” stated Kaitee Daley, ESPN SVP of Digital, Social, and Streaming Content, to Front Office Sports. Daley, who was also instrumental in bringing Feeney to ESPN, further elaborated, “Her ability to create culture-forward sports content for a female audience makes her a powerful addition to ESPN as we continue expanding how and where audiences connect with sports.”
Shimbashi's venture, Sportsish, with its empowering tagline “Not Your Boyfriend’s Sports News,” has flourished over the past five years. It has become a go-to platform for female sports fans, intentionally centering their experience rather than treating it as an afterthought. Shimbashi shared with Front Office Sports that she developed the business plan for Sportsish post-college, recognizing a significant void in mainstream sports media for content tailored to female fans on their own terms. ESPN's recognition of her substantial audience, which aligns with the network's outreach goals, led 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.”
Beyond the Super Bowl festivities, Shimbashi's role will encompass coverage of other high-profile events like the NBA Finals, Stanley Cup Final, and the ESPYs. With ESPN gearing up for its first Super Bowl telecast on February 14, 2027, from Los Angeles, Shimbashi is expected to be a key part of that monumental coverage.
But here's where it gets controversial... ESPN's strategy highlights a clear acknowledgment that traditional sports media is facing challenges from creators who authentically connect with audiences in their native digital environments. Pew Research indicates that over half of Americans now get their news from social media, with short-form video on platforms like TikTok and YouTube dominating consumption. This is where ESPN's linear programming has struggled to make a significant impact, while creators have built massive followings.
Katie Feeney, who joined ESPN with nearly eight million TikTok followers, quickly made her mark by taking over SportsCenter on Snapchat, producing daily vertical videos, and appearing on major ESPN shows. Her integration into the ESPN ecosystem was met with skepticism from some traditional viewers who questioned the network's decision to hire a social media personality. However, others, like Barstool Sports producer Hank Lockwood, viewed it as a strategic shift, suggesting ESPN was adopting Barstool's influencer-driven model rather than the other way around.
Magnus defended the hire, stating, “I’m in my late 50s. And not that I’m not 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.”
And this is the part most people miss... Awful Announcing recognized Feeney as a top sports influencer of 2025, noting that her hiring by ESPN introduced many traditional fans to the concept of a sports social media star. Feeney effectively bridged the gap between ESPN and digital-native fans, offering them access to exclusive moments and broadening the very definition of sports fandom.
Feeney's success demonstrated the viability of this approach, and Shimbashi's hiring now confirms that it wasn't just a one-time experiment. What do you think about ESPN's strategy of hiring social media influencers? Is this the future of sports broadcasting, or are they alienating their core audience? Share your thoughts in the comments below!
