While the traditional television screen yet remains the dominant media consumption paradigm, it is plainly apparent that media demand continues to grow for other devices and platforms. This chapter is focused on exploring the opportunities for professional sport organizations to engage and enhance fan consumption behaviours in response to this evolving media landscape, via supplementary content. The chapter specifically explores social live streaming services, which allow for immersive and interactive content that provides the opportunity for fans to engage with other fans, their favourite athletes and teams. Through case studies from practice in both professional and non-professional sport settings, managers are provided insight regarding how social live streaming services can achieve beneficial organizational outcomes.