It is commonly believed that, in order to achieve success in coaching, the most important things are to be a good teacher and a pedagogue, and to master in theory and practice technical knowledge about technique, tactics, and conditioning. The aforementioned is no longer sufficient to achieve a successful coach's career, and thus for the successful running of the club. Sports coaches represent a significant source of new values for sports organizations. They are one of the key factors in the business and sports success of sports organizations. Not only the competitive success, but also the business success of sports organization depends on them. In this book you will find out that today, for successful running of the sports organization, the knowledge of communication and marketing skills is as important as the expertise and the sports results of the coach. The bottom line is that better sports coaching delivers better business results.