ESPN's Strategic Move: Hiring Sportsish Founder Lily Shimbashi
ESPN is making a bold move by hiring Lily Shimbashi, the founder of Sportsish, as a full-time content creator. This two-year deal marks a significant shift in ESPN's strategy to engage with younger and female audiences through independent creators. Shimbashi's expertise lies in creating a welcoming space for fans, challenging the traditional notion of fandom.
Since August, Shimbashi has been contributing to ESPN through the ESPN Creator Network. The formalization of this relationship through a 2027 deal will see her produce custom Sportsish content for espnW and ESPN's social platforms, while also covering major events like the NFL Honors awards show. ESPN's President of Content, Burke Magnus, hinted at this move last fall, emphasizing the network's intention to expand its reach.
Shimbashi's journey began after college when she recognized a gap in mainstream sports media for content tailored to female fans. Her business plan for Sportsish, which has gained a dedicated following, aligns with ESPN's goal of connecting with a specific audience. Shimbashi's excitement about joining ESPN reflects her lifelong dream of being an ESPN reporter, and she believes in the power of creating a space that welcomes fans into the world of sports.
ESPN's SVP of digital, social, and streaming content, Kaitee Daley, praised Shimbashi's ability to create culture-forward sports content for a female audience. Daley's role in discovering and bringing Katie Feeney to ESPN is notable, and she now seems to be repeating that success with Shimbashi. This partnership highlights ESPN's understanding of the evolving media landscape, where social media influencers are gaining prominence.
The hiring of Shimbashi and Feeney reflects ESPN's recognition of the shift in audience preferences. With over half of Americans regularly consuming news from social media, short-form video platforms like TikTok and YouTube dominate. ESPN's traditional linear programming faces challenges in reaching these audiences, making the hiring of creators like Shimbashi and Feeney crucial for the network's future.
The criticism ESPN faced for hiring Feeney, a social media star, highlights the network's willingness to adapt. Burke Magnus defended the move, emphasizing the relevance of these hires to the network's future. The success of Feeney's role in introducing traditional fans to the concept of sports social media stars is evident, and Shimbashi's appointment continues this trend, ensuring ESPN stays relevant and connected with its audience.
