Abstract
A growing body of scholarship has revealed the increasing role of digital media in action sports. In this chapter, I build on this research through an examination of intersections between digital media, emergent semi-professional leagues and debates over gender inequities in Ultimate Frisbee (Ultimate). Although gender inequities have a long history within Ultimate, public debate over these inequities has visibly increased in recent years in tandem with the simultaneous development of Ultimate-specific digital niche media and semi-professional men-only leagues. While digital media has been an important vehicle for players raising concerns over gender inequities in Ultimate, in a similar manner to other sports, there has been a notable, hypermasculine backlash directed at those voicing concerns.
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