The media’s portrayal of ice hockey and masculinity has often been viewed as a patriarchal domain reinforcing hyper-masculine traits. However, scholars argue that contemporary sports are becoming more inclusive, less misogynistic, and challenging traditional notions of masculinity. This chapter explores the practices of masculinity amongst ice hockey-playing men in Sweden using Instagram posts. The data includes images and comments, and the methods combine visual and textual content analysis. The study applies the theoretical concepts of hybridity/elasticity and hegemony to analyze the data. While ice hockey has been associated with so-called traditional masculinity, the chapter identifies various traits of masculinity portrayed by ice hockey-playing men. These include the sexualizing of ice hockey men, who are often expected to be sexually driven subjects, and homophobic and misogynistic expressions, which can together take different and sometimes contradictory forms. The discussion highlights Instagram’s potential to portray ice hockey-playing men and masculinities as progressive or ‘new’, but also as conservative and ‘old.’