This research examines the evolving role of universities as agents of social and economic change, through academic social intrapreneurship implemented digitally. Utilizing an in-depth case study of an international virtual incubator that emerged from a large public research university's internal funding, we study a shift beyond economic motivations, highlighting the importance of universities' non-pecuniary contributions to society. We unveil a unique model of academic social intrapreneurship that integrates research, entrepreneurship, digitization, and social responsibility. The descriptive case study method examines the virtual incubator's emergence, processes and activities, exploring how digitally implemented academic social intrapreneurship can address global concerns. The findings highlight the significance of achieving legitimacy at multiple levels and adopting a decentralized approach to innovation, indicating effective means for engaging diverse stakeholders and addressing local and global issues. The findings suggest that academic social intrapreneurship is a potential avenue for universities to enhance societal contributions. We present theoretical insights and actionable advice for universities, academic intrapreneurs, and virtual incubators, emphasizing the importance of promoting academic social intrapreneurship for a positive societal impact. We conclude by advocating for universities' role in fostering transformative cross-disciplinary collaborations and expanding their societal engagement in the digital era. •We explore how universities can make local and global impact through digitally implemented academic social intrapreneurship.•We explore a virtual incubator, developed by internal funding, that empowers marginalized entrepreneurs internationally.•We present an academic social intrapreneurship model, highlighting the role of digitalization in addressing wicked problems.•We explore the importance of multi-level legitimacy when engaging diverse stakeholders in social intrapreneurial initiatives.•We demonstrate how a decentralized approach to innovation can engage diverse stakeholders in addressing wicked problems.