Sports inherently lend themselves to transmedia storytelling by dispersing narratives across multiple channels. This creates a unified entertainment experience where each medium contributes something unique to the overall story. Transmedia engages consumers by providing ways for them to emotionally invest in branded experiences and connect with communities of other fans. Modern fans seek to actively participate in sports properties through both traditional and technology-based avenues, going beyond passive spectatorship. Professional leagues now embrace social media and transmedia to amplify the sports experience and engage smarter, more connected fans.