Can the difference in culture determine the behavior of coaches?

Eduardo Drapier
Sep 14 · 5 min read

In 2011 I started my MBA in Sports Marketing Management and I was very lucky to have Sandro as a classmate.

After almost 10 years, we had the opportunity to re-connect and is a great pleasure to share his experience and knowledge with our audience.

Sandro has more than 20 years of experience in the sports industry, working as a personal trainer, sports manager, coach, and more. Recently he had the opportunity to work with Youth Football training kids in the USA.

Always a pleasure to talk with you, Sandro!

Make sure to sign up and connect with Sandro at SportIn Global.

Sandro, what is your professional and academic background?

I graduated in Physical Education from UFRJ, a specialist in exercise physiology from UGF / RJ, a specialist in sports management and marketing from TREVISAN / RJ and business management from FGV / RJ. I am currently doing a master’s degree in physical activity sciences at UNIVERSO / RJ.

You started your career in sports science and physical training more than 20 years ago. What are the main differences you perceive in the industry since you started your career?

Many differences… but I believe that the most striking is access to the use of data as a fundamental component for decision making, and access to technological tools (smartphones, software, cloud storage, social networks, for examples,) for the increase in work, in all areas related to sport, from sports development (massification, talent detection, through sports training in its physical, technical and tactical aspects and even in the field of sports management, in all its dimensions. SportIn Global itself is a clear indicator of the new times we live in sport. Another striking difference is that we have evolved a lot in the laws geared to Brazilian sport, such as the Incentive Laws, the status of fans … looking back and seeing the speed with which we have evolved, it is impressive, especially in knowing how we managed to live without this!

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During 16 years you worked at one of the top social/leisure clubs in Rio de Janeiro as a sports manager. Can you describe how sports management can help develop sports in this type of organization?

Sports management being exercised in these clubs by trained people with knowledge of the sport and its particularities, transform such an entity. Access to investments in sports facilities, human and material resources are much easier with the advent of incentive laws, for example! You end up relieving the club to make its investment, and heavy, to maintain a professional structure, besides, for those who work in the sports field, you know that the value of a sports initiation is not measured … the return is not financial, but in the development of better athletes (if possible) and, mainly, citizens.

With vast experience as a personal trainer and physical training, what new trends the coronavirus pandemic brought to the industry?

No doubt, the advent of video conferencing. Practically all professionals and/or entities used this tool to overcome the social distance caused by the pandemic. Of course, the social aspect is fundamental to the performance, but due to the exceptional conditions, we were forced to discover, and try new possibilities.

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In 2018 you had the opportunity to spend some time in the USA working with football/soccer for kids between 9 to 16 years old. How was this experience and what you learned?

I found out that the American is passionate about soccer! I watched some games from Minnesota United, MLS team … the average audience was 20,000 people, in matches held at the University of Minnesota stadium, while the stadium was not ready (it was in 2019). In the city where I stayed, in Rochester (MN), there are two very robust soccer programs, with teams of all categories, and a structure of grassy fields, which would leave a lot of professional soccer clubs in Brazil surprised! Men’s and women’s team’s Regular competitions throughout the state, during spring and summer. In addition to the biggest amateur competition that I could experience, the USA Cup. Teams from 20 countries, about 1200 players, from 9 to 19 years old, including from Brazil. Over 60 grassy fields within the National Sports Center in Blaine. A striking difference between the two countries (in addition to the physical structures) was how children under 12 are inserted in soccer. Less field, ball and playing time, teams with fewer players, and the requirement of the playtime, that is, everyone must participate in the game. The investment is entirely from parents and sponsors.

You are developing a study on leadership. An idea you had during your time in the USA. Can you talk a bit about it?

First of all, the coaches’ behavior is completely different in comparison to Brazil, as during the practice or the competitions. And these differences gave me a curiosity about it and some questions came up during my stay in the USA. Can the difference in culture determine the behavior of coaches? Does the fact that American players are more disciplined in the execution of training, influence the dynamics that the trainer applies to train? What kind of leadership does this trainer exercise? And I’d like to bring the experience US female soccer, and how they start the initiation earlier than here (much opportunities to play, much opportunities to compete) to contribute to developing these sport in Brazil.

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What tips (3) do you have for those looking for a career in the sports industry?

The main tips I can offer for those looking for a career in the sports market are: get trained … study not only the sport but all the areas that orbit with it, such as marketing, business, law, among others. The second tip is to network … fundamental to any career is to have the support of other people. And the third tip, but no less important is to know how to work as a team! It is never a lonely job.

A final message to our audience?

We will be concerned with making the world a better place for everyone … let us be a facilitator of people’s development. Helping them, sharing knowledge, exchanging ideas. We all grew up a lot with that. And thanks for the opportunity to exchange these experiences with everyone.


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Eduardo Drapier

Written by

CMO & CO-Founder SportIn Global


A social recruitment platform for the sport business industry

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