The purpose of the book is to identify and analyze the historical and contemporary connections between the Olympic industry and ways of doing gender, while at the same time taking into account the variables of social class, race/ethnicity and sexuality. For over 100 years, the Olympic industry has controlled global sport and shaped hegemonic concepts of sporting masculinities and femininities for its own profit and image-making ends. The potential for exploitation and cooptation of women and disadvantaged minorities is great, the benefits few by comparison. This book develops a radical critique of the International Olympics Committee and identity politics, showing how an event such as The Gay Games presents an alternative to the normative values espoused by the IOC, and how social media also provides a site of resistance.