Katie Feeney Joins ESPN as Sports & Lifestyle Content Creator

ESPN

ESPN inked a deal with creator Katie Feeney as a Sports & Lifestyle Content Creator.

With more than 14 million followers, she will contribute to ESPN's social and digital efforts, including a refreshed SportsCenter on Snapchat show and short-form video content for a forthcoming upgraded ESPN App. She will also make appearances across ESPN shows like Sunday NFL Countdown, Monday Night Countdown and College GameDay.

Why It Matters: With an impressive resume that includes being the first-ever Social Media Correspondent for the Washington Commanders, the recent Penn State graduate represents ESPN's accelerated pivot toward creator-driven content as traditional sports viewership declines among Gen Z. While ESPN dominates traditional sports media, younger audiences consume sports content differently, often preferring social media clips, creator commentary, and behind-the-scenes access over traditional broadcast coverage.

This follows ESPN's successful hiring of Omar Raja, founder of House of Highlights, as a full-time digital commentator in 2020, alongside launching the ESPN Creator Network, which is now in its third iteration. The trend extends well beyond ESPN: the NBA has expanded its Creator Program, the PGA Tour established a Creator Council to have creators serve as advisors, MLB invested in Jomboy Media, and Fox Sports recently announced a collaboration with Barstool Sports.

It shows how sports leagues and media companies view creator partnerships and creator-led content as essential to their long-term success. It also signals new pathways that bypass traditional journalism routes for aspiring sports media professionals.