This chapter considers the different cultures of sport, digital technology, and the Olympics. It examines why the idea of a global digital culture fails to capture the manner in which our lives are organized in digital space. It also discusses how sports cultures have begun to change and, in particular, become subservient to media change, and what this will mean for how various systems of governance develop their approach to culture. This leads to questioning what it is that makes sports experiences distinct and meaningful—in short, their social function and value—a theme that is taken up later in the book. This chapter also explores the societal justification for sports, so as to understand how digital technology challenges or responds to these interests. Finally, through analyzing Olympic culture, as the most prominent example of an ideology-driven sports-related organization, the chapter considers how the Olympic movement has become a central driver in shaping the values of sports culture and business and what it will need to do in the future to retain this place in the sports system.