THE COACH’S SOFT POWER: COMMUNICATION SKILLS AS A KEY TO DEVELOPING SPORTS TEAMS AND ATHLETES

Abstract

In the contemporary sports landscape, team success increasingly depends not only on technical and tactical preparation but also on the effectiveness of communication within the team. A coach’s ability to communicate is now recognized as one of the key competencies, nearly as vital as professional sports expertise. Today’s coaches must engage with a wide array of stakeholders—including athletes, coaching staff, media, fans, parents, and other relevant actors—requiring well-developed soft skills such as active listening, providing constructive feedback, and fostering teamwork. This paper highlights the necessity of continuous development of communication skills as an integral component of a coach’s professional growth, with particular emphasis on the challenges posed by digital communication and the multicultural composition of sports teams. The quality of coach’ communication should be regarded as a key factor influencing team dynamics, athlete motivation, and overall sport team success. Furthermore, assessing the effectiveness of a coach’s communication should be established as a standard in contemporary sports systems.