New, UK-first research by experts on sport psychology from London South Bank University (LSBU) found that media representation in the English, Portuguese, Italian and Spanish speaking press of foreign coaches is deeply polarised. Sometimes the same coach (e.g., football coach Mourinho) is portrayed as instrumental for sport development and success by their native country and also stigmatised as unsuccessful mercenaries with no attachment to the host country once they move abroad.
The LSBU research found:
Mario Borges, Senior Lecturer in Sport and Exercise Science at LSBU and author of the report said: “The media plays a significant role in our perceptions of sports coaches. It heavily influences foreign coaches being portrayed as ‘outsiders’ who lack commitment.”
“It’s easy to imagine how this has played a part in the increased turn-over of coaches in elite sport and also the prevalence of racist and xenophobic abuse which we see in sport, particularly on the football terraces.”
The report recommends culture and media training should be provided by sporting federations, such as the FA, for coaches to be able to better interact with the media, fans and stakeholders of their new country.
How the research was conducted:
Where the research was published: Sports Coaching Review - Borges, Rosado & de Oliveira (2022) – ‘Foreign coaches viewed through media discourse’