The research on sports entrepreneurship suggests that entrepreneurial orientation (EO) is one of its features. However, sports entrepreneurship scholars have thus far neglected the process aspect of EO or its derivates in any empirical analysis. This article reviews the research on sports entrepreneurship as a process. The purpose of the study is to show how the sports entrepreneurship process differs from other entrepreneurship processes. The results confirm a key notion outlined in previous sports entrepreneurship studies: athletes can be entrepreneurial individuals. This paper develops this notion further by suggesting research questions to advance the area of business creation and development among athlete entrepreneurs.