ESPN is making a bold move by hiring Lily Shimbashi, the founder of Sportsish, to join their team as a full-time content creator. This exciting development is a continuation of ESPN's strategy to engage younger and female audiences through independent creators.
Shimbashi, an influential voice in the sports media landscape, has already been contributing to ESPN through the ESPN Creator Network since August. Now, with a two-year deal in place, she will officially join the network's roster of talent. Her first assignment? Leading the red carpet content creation at the NFL Honors awards show, an exciting opportunity to showcase her skills.
But here's where it gets interesting. ESPN's president of content, Burke Magnus, had hinted at this move last fall. He praised the success of their previous hire, Katie Feeney, and expressed the network's intention to bring on another social media influencer. And it seems they've found their perfect match in Shimbashi.
Kaitee Daley, ESPN's SVP of digital, social, and streaming content, had this to say about Shimbashi: "Lily understands that sports fandom is diverse, and her platform, Sportsish, welcomes people into the world of sports without judgment. Her ability to create inclusive sports content for a female audience is a powerful asset for ESPN as we expand our reach."
Daley, who also identified Feeney for ESPN, seems to have struck gold again 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. Shimbashi recognized a gap in mainstream sports media and developed a business plan to fill it, and now ESPN is taking notice.
"I'm thrilled to be associated with ESPN," Shimbashi shared. "Growing up, I always dreamed of being an ESPN reporter, but I felt there was a lack of representation for female fans. So, I created Sportsish to fill that void, and now ESPN has recognized our audience and wants to partner with us."
After Super Bowl week, Shimbashi will be a key part of ESPN's coverage for major events like the NBA Finals, Stanley Cup Final, and the ESPYs. With ESPN's first Super Bowl telecast planned for 2027, Shimbashi's role is set to expand even further.
And this is the part most people miss: ESPN understands that traditional sports media needs to adapt to stay relevant. With more than half of Americans getting their news from social media, according to Pew Research, the network is embracing the power of creators who speak the language of their audiences. Short-form video platforms like TikTok and YouTube are dominating, and ESPN is wise to partner with influencers who have built massive followings.
Feeney's hire initially drew criticism from some traditional ESPN viewers, but her success proved that ESPN was onto something. Barstool Sports producer Hank Lockwood even suggested that ESPN was adopting Barstool's blueprint. Feeney became a bridge between ESPN and digital-first fans, introducing traditional viewers to the concept of sports social media stars.
So, is ESPN's strategy a one-off success, or a new era for sports media? Shimbashi's hire suggests it's the latter. What do you think? Should traditional sports media continue to embrace social media influencers? Share your thoughts in the comments!
