ESPN is shaking things up again! They're bringing on yet another social media influencer, and this time it's Lily Shimbashi, the founder of Sportsish.
According to Front Office Sports, Shimbashi is signing a two-year contract to create content for ESPN's major events, following in the footsteps of Katie Feeney, who joined the network in August 2025. ESPN is clearly on a mission to attract younger and female viewers by collaborating with influencers who have built their own dedicated followings.
Shimbashi has already been working with ESPN since August as part of the ESPN Creator Network, but this new deal solidifies and extends their partnership. She will be creating tailored content for espnW and ESPN's social media platforms while covering major events throughout the year. Her first big assignment? Being ESPN's lead red carpet content creator at the NFL Honors awards show, starting this Thursday.
This move was hinted at by ESPN's president of content, Burke Magnus, during a podcast appearance last fall. He revealed that they intended to hire another influencer after Feeney's initial two months exceeded their expectations.
But here's where it gets interesting... ESPN's SVP of digital, social, and streaming content, Kaitee Daley, had this to say about Shimbashi: "Lily understands the diverse nature of fandom and has created an inclusive space for sports enthusiasts. Her ability to craft culturally relevant sports content for women is a significant asset as we strive to diversify our audience engagement." Daley was the one who initially brought Feeney to ESPN, and now she's doing the same with Shimbashi.
Sportsish, with its tagline "Not Your Boyfriend's Sports News," has been Shimbashi's brainchild for the past five years. It caters specifically to female sports fans, treating them as the primary audience rather than an afterthought. Shimbashi recognized the lack of female-focused content in mainstream sports media and decided to fill that void.
"I dreamed of being an ESPN reporter, but I saw a gap in the market," Shimbashi said. "So, I created Sportsish to cater to female fans, and ESPN noticed. They realized we share a common goal of engaging this audience." After the Super Bowl, Shimbashi will cover other major events like the NBA Finals, Stanley Cup Final, and the ESPYs.
ESPN is adapting to the changing media landscape, acknowledging that traditional sports media is being outpaced by influencers who connect with audiences in their own language. Pew Research surveys reveal that over half of Americans rely on social media for news, with short-form videos on TikTok and YouTube dominating consumption. Influencers have amassed huge followings on these platforms, while ESPN's linear programming faces challenges in reaching the same audiences.
Feeney, who joined ESPN with 8 million TikTok followers, quickly took over SportsCenter on Snapchat, produced vertical videos for ESPN's app, and appeared on various shows. Her hiring sparked debate, with some traditional viewers questioning the decision. However, Barstool Sports producer Hank Lockwood offered a different perspective, suggesting that ESPN was adopting Barstool's approach.
Magnus defended the decision, stating, "We're adapting to the preferences of younger sports fans. Criticisms about compromising our standards are unfounded. Feeney's relevance to a significant audience is undeniable, and she's crucial to our future." Awful Announcing even ranked Feeney among the top sports influencers of 2025, highlighting ESPN's role in introducing her to traditional fans.
Feeney demonstrated the success of this strategy, and Shimbashi's hiring confirms ESPN's commitment to this new direction. But will this approach truly resonate with long-time ESPN viewers? Share your thoughts below!
