ABSTRACT
This chapter provides an overview of transmedia sports strategies. The chapter presents research that establishes the practices used to generate and manage sports narratives. Evidence is presented to demonstrate the variety of transmedia strategies employed to extend sports narratives across multiple platforms. The author contends that sports leagues organize their transmedia strategies along a spectrum of protectiveness and inclusivity. Using the National Basketball League’s transmedia partnership with Snap Inc. as a case study, this chapter examines why different brands, relationships with labor, and engagement with fans can produce participatory transmedia experiences.
