The way organisational culture is framed, organized and applied is seen by many researchers and practitioners as a key ingredient in organisational successes. This study critically excamines the dynamics and relationships between five significant pillars of organizational culture: organisational values, resilience, innovation, diversity and competitive advantage. The study will use the Crusaders rugby franchise as the major case study. While the Crusaders is often seen as one of the most sucessful rugby teams in the world, little is known about it’s organizational culture, innovation strategies and ethical practices. This study, which is an interdisciplinary approach—at the intersection of business management and sports—attempts to examine what people do not often see—the behind the scene organizational culture which has created conditions for an innovative and cutting edge corporate system which translates itself into high level organizational outputs in the form of sporting success. Sports in the contemporary era is increasingly being corporatized and how this is manifested through institutional relationships, innovative thinking and new products may differ in particular specificities from other organizations but some of the broad trends, principles and processes are similar. The study shows that organizational culture evolves over time, is contextual and often made to fit specific situations and interests. In the case of the Crusaders, there is a complex and dynamic synergy between player-coach relationships, role of fans, management of the organization, handling of diversity issues and engaging with equity principles. The study uses the qualitative, inductive and interpretivist methodology to engage with the organization and its people in a deeper and critical way. It uses Anthony Gidden’s structuration theory to frame the study. While to the rest of the world, the Crusaders manifests sporting success, the deeper epistemological question is, what are the organizational values, structures and innovative norms which contribute to this success?