Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography

In designing a brand-new sport, do basic tenets of digital entrepreneurship such as ‘solve user problem’ apply? How is it possible to understand who the potential audience might be for product and experience that does not yet exist in Culture Industry sports? The paper examines beginnings an Australian startup with early-stage sports entertainment industry its use ethnography investigate key segments. process development occurred alongside prototyping testing high-tech central sport. As underwent iterations release, interaction was tracked through social media. Discourse analysis engagement on Facebook conducted inform series personas indicated heavy male bias future audience. exploring intersection sports, Cultural Industries entrepreneurship, concludes observations how this case challenges each those notions ‘starting up’.