ESPN taps Sportsish founder Lily Shimbashi in two-year creator deal

ESPN is finalising a two-year deal with Sportsish founder Lily Shimbashi, as broadcasters increasingly turn to creators to broaden their reach beyond traditional television audiences.

Under the agreement, Shimbashi will serve as a full-time creator producing content for espnW and ESPN’s social platforms, beginning with her role as lead red carpet content creator at the NFL Honors awards this week, according to Front Office Sports. The deal also positions her to cover major events including the NBA Finals, Stanley Cup Final and the ESPY Awards over the next two years.

“Lily understands that fandom doesn’t look the same for everyone,” said Kaitee Daley, ESPN’s senior vice president of digital, social and streaming content. “She has created a space that welcomes people into sports rather than asking them to prove they belong.”

Shimbashi’s appointment builds on her involvement in ESPN’s Creator Network, which she joined in August 2025 as part of the company’s effort to expand its presence across phones and social feeds. ESPN said the initiative is designed to connect with younger and more diverse fandoms.

The move follows a wider shift among broadcasters toward creator-led coverage around major sporting events. As previously reported by The Daily Influence, NBCUniversal has reinstated and expanded its Creator Collective programme for the Milan-Cortina Olympic Winter Games, embedding creators on the ground to deliver behind-the-scenes and social-first content.

Founded by Shimbashi, Sportsish is positioned as a culture-led sports brand focused on storytelling and fandom, with a particular emphasis on female audiences.

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