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Abstract This article concerns media use and media experiences of a Norwegian handball team of 15-year-old boys. Throughout the 2011–2012 season, participant field observations were conducted at practice and during games and tournaments. The focus is the coach’s use of a Hollywood text informing the handball culture and constructing a pre-game routine. The routine is analysed as a ritual with specific practice intents of cohesion and with the potential to proscribe and enhance particular gendered meaning in the handball context. The article illustrates how the media saturate the boys’ everyday handball life and how media components are shaped to perceived practice needs.