No event in women's intercollegiate athletics has produced more change and initiated more resistance from the male sport structure than Title IX of the Educational Amendments of 1972. The purpose of this study was to explore the contemporary dynamics of resistance to Title IX from the perspective of women athletic administrators. Two research questions were addressed relative to the implementation of Title IX in intercollegiate athletics: (a) What are the forms/sources of resistance to Title IX?, and (b) How have forms/sources of resistance to Title IX limited opportunities for women? These questions are significant given that women represent approximately 53% of undergraduate students but constitute 37% of all college athletes and receive only 37% of scholarships, 27% of recruitment dollars, and 27% of operating budgets in intercollegiate athletics. An interview schedule was developed to explore the viewpoints of women athletic administrators relative to the research questions. Ten women athletic administrators at Division I universities in four major athletic conferences participated in in-depth telephone interviews. Interviews were tape-recorded and averaged 75 minutes in length. Verbatim transcriptions were completed for each interview. Two researchers independently conducted a question-based content analysis of the transcribed interviews to identify common themes and/or negative cases. Emerging themes were consistent with the frameworks of backlash (Faludi, 1991) and institutionalized resistance (Agocs, 1997). The main areas of resistance to Title IX implementation in intercollegiate athletics were economics, athletic power structure, legal system, Federal government, societal beliefs, media, and the request for clarification of Title IX guidelines. Economic and athletic power structure areas were perceived as the most powerful forces limiting opportunities for women. Administrators discussed how each area of resistance impacted decision-making regarding the allocation of resources and priorities in athletic programs. In an overall examination of the mindset of these women athletic administrators, four themes were evident: (1) satisfaction with implementation of Title IX, (2) protection of the male sport system, (3) adoption of a conservative position in Title IX implementation, and (4) fear of retaliation in advocating for change. Women administrators internalized backlash messages regarding justifications for noncompliance to Title IX, as survival in the male sport system required them to adopt non-adversarial standpoints in advocating for women's athletics. These findings have important implications for athletic administrators and sport management personnel. An understanding of the power dynamics underlying decision-making and resource allocation in athletic contexts is critical to bringing about change for groups traditionally disadvantaged. Keyword(s): administration/mgmt, college level issues, gender issues