Sport organizations encounter substantial adversity associated with volatility, uncertainty, complexity, and ambiguity. This requires individuals to understand and make sense of their experiences. In this chapter, the concept of organizational sensemaking is presented as a lens for exploring how people in sport construct or reconstruct their identities, preserve and reinvent their organization’s image, and learn from organizational crises. Specifically, I argue that sensemaking activities are pivotal in dynamic and turbulent sport contexts, where the need to create and maintain coherent understandings of adversity to strengthen relationships and enable collective action is especially important and challenging.