Hold onto your seats, sports fans, because ESPN is shaking things up again! In a move that’s sure to spark debate, the network is reportedly hiring Lily Shimbashi, the mastermind behind Sportsish, as a full-time content creator for its major events. But here’s where it gets controversial: is ESPN selling out to social media, or are they simply adapting to the future of sports media? Let’s dive in.
According to Front Office Sports, Shimbashi is signing a two-year deal to join ESPN’s ranks, following in the footsteps of Katie Feeney, who was hired in August 2025. This isn’t just a random hire—it’s part of ESPN’s strategic push to connect with younger and female audiences through creators who’ve built their followings from the ground up. And this is the part most people miss: Shimbashi has already been contributing to ESPN since August through the ESPN Creator Network, but this deal formalizes her role and extends it through 2027.
Her first big assignment? Serving as ESPN’s lead red carpet content creator at the NFL Honors awards show on Thursday. But that’s just the beginning. After Super Bowl week, she’ll be front and center at other major events like the NBA Finals, Stanley Cup Final, and the ESPYs. And here’s the kicker: she’s almost certainly going to be part of ESPN’s first Super Bowl telecast in 2027.
ESPN’s president of content, Burke Magnus, hinted at this move last fall during the Sports Media with Richard Deitsch podcast. He revealed that the network was already planning to hire another social media influencer after Feeney’s first two months exceeded expectations. Shimbashi, with her unique approach to sports content, seems like the perfect fit.
But not everyone is cheering. When ESPN hired Feeney, some traditional fans were baffled, questioning why a social media creator deserved a spot on their beloved network. Barstool Sports producer Hank Lockwood, however, saw it differently. He argued that ESPN was adopting Barstool’s playbook, not the other way around. So, what do you think? Is ESPN compromising its legacy, or are they simply evolving with the times? Let’s hear it in the comments.
Shimbashi’s platform, Sportsish, with its tagline ‘Not Your Boyfriend’s Sports News,’ has spent the last five years catering to female sports fans, treating them as the primary audience rather than an afterthought. ESPN SVP Kaitee Daley praised Shimbashi’s ability to create ‘culture-forward sports content’ that welcomes people into sports without making them prove their fandom. But here’s the bold question: can ESPN strike the right balance between tradition and innovation?
Shimbashi herself sees this as a full-circle moment. Growing up, she dreamed of being an ESPN reporter, but she noticed a gap in mainstream sports media for content that spoke to female fans on their terms. So, she created Sportsish, and now ESPN is partnering with her to reach the very audience she’s cultivated. ‘I’m really excited to be associated with a company like ESPN,’ she told Front Office Sports. ‘Slowly but surely, ESPN took note that we have an audience of female fans, and it’s a fandom they’re trying to reach.’
ESPN’s move isn’t just about hiring influencers—it’s about recognizing where audiences are consuming content. According to Pew Research, more than half of Americans get their news from social media, and short-form videos on platforms like TikTok and YouTube dominate consumption habits. Creators like Shimbashi and Feeney have built massive followings on these platforms, while ESPN’s traditional programming struggles to break through.
Feeney, who joined ESPN with nearly eight million TikTok followers, quickly became a bridge between the network and digital-first fans. She took over SportsCenter on Snapchat, produced daily vertical videos for ESPN’s app, and appeared on shows like Sunday NFL Countdown and College GameDay. Her success proved that this model works, and Shimbashi’s hire is further proof that ESPN is doubling down on this strategy.
But here’s the final thought-provoking question: as ESPN leans into social media, are they risking their identity as the ‘Worldwide Leader in Sports,’ or are they simply redefining what that means in the digital age? Share your thoughts below—this is a conversation worth having.
