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This paper examines how industry gender imprinting—the persistence of cultural values, beliefs, norms, and orientations associated with masculinity or femininity—influences new ventures. Our investigation of women’s leagues in the male-dominated sports industry reveals how gender imprinting negatively affects new ventures’ endeavors through three liabilities: identity, conformity, and differentiation. Our findings shed light on the challenges new ventures not aligned with the industry imprint encounter to obtaining material and symbolic support. We contribute to theory by advancing knowledge on how industry-specific sociocultural attributes influence entrepreneurial efforts, and to practice by suggesting how to overcome cultural roadblocks in gendered industries.