The deal unites two US female-forward media platforms under one commercial framework – a move that signals growing investor confidence in women’s sports media as a scalable standalone business.
TOGETHXR, one of the US’s leading women’s sports media brands, has announced a strategic partnership and equity investment in Sportsish, a social-first sports content platform founded by creator Lily Shimbashi. The deal brings two female-forward US media operations under a shared commercial framework, with Sportsish retaining editorial independence while gaining access to TOGETHXR’s production infrastructure and distribution network.
Two audiences, one commercial roof
The partnership is structured to extend both brands’ reach beyond traditional women’s sports coverage. Where TOGETHXR centers its content on female athletes and women’s competitions, Sportsish targets women who follow sports broadly – including male-dominated leagues. The combined positioning aims to capture two distinct but adjacent audiences: the dedicated women’s sports fan and the culturally engaged female general sports fan.
As part of the collaboration, Sportsish will develop new content with TOGETHXR across major sporting events. A first franchise, “Bestie Bowl,” is set to launch around the Super Bowl – the annual championship game of the NFL (National Football League), American football’s premier professional competition, and one of the world’s most-watched live broadcast events. The format will feature Shimbashi matching NFL players with potential new friendships, blending sports with pop culture in a format built for social platforms.
The scale behind the deal
TOGETHXR was co-founded in 2021 by sports media executive Jessica Robertson alongside four professional athletes prominent in US sport: Alex Morgan (US international soccer player), Sue Bird (former professional basketball player and four-time Olympic gold medalist), Simone Manuel (Olympic gold medal swimmer) and Chloe Kim (Olympic gold medal snowboarder). The platform has since built 4 million social media followers and 200,000 newsletter subscribers, and has generated more than $6 million (approximately €5.5 million) in revenue from a branded merchandise line.
Sportsish, also founded in 2021, has reached 331,000 followers across social platforms – including 145,000 on a single channel, with 80 percent year-on-year growth. The brand has accumulated 174 million total video views and generated 2.7 million engagements on TikTok in 2025 alone.
