Tavares Junior, Antonio Carlos [UNESP]Silva, Luiz Henrique daBraga da Silva, Roberto NascimentoTalamoni, Guilherme Augusto [UNESP]Fonseca Pimenta, Thiago Farias daDrigo, Alexandre Janotta [UNESP]2021-06-252021-06-252017-01-01Educacion Fisica Y Deporte. Medellin: Univ Antioquia, Inst Univ Educacion Fisica & Deporte, v. 36, n. 1, p. 121-140, 2017.0120-677Xhttp://hdl.handle.net/11449/209988Objective: To check how the sports coaches' image is built through the analyses of a sports news website of major access. Method: The data were obtained from the compilation of all news regarding coaches for a month (from 15th August to 15th September 2011). The news were classified by modality; and from its reading, categories that represent the way in which this media broadcast sports coaches' image were elaborated. From a total of all these sports news (7894), 1048 about sports coaches were selected to be analyzed. Out of these news, 987 were about male soccer coaches of important clubs, and only 62 news were about coaches of other sports modalities. Results: The main priority of journalists of the analyzed media is producing news that qualify sports coaches as competent or incompetent.121-140porSportssports coachimageinternetArtigo10.17533/udea.efyd.v36n1a07WOS:000613107700006