Cross-cultural training and cultural intelligence of football coaches

Abstract In today’s sports global market, coaches interact frequently with people from different cultures. This requires them to develop their awareness of cultural similarities and differences and their cultural intelligence (CQ) interacting across multiple cultures. This study assesses the effectiveness of an online lecture-based CQ training program for football coaches by examining the immediate knowledge retention and changes in attitude following participation. Data were collected through a Likert-scale questionnaire measuring coaches’ self-reported CQ before and after the training. The results showed no statistically significant differences between pre- and post-training scores, either in overall CQ or in its dimensions (metacognitive, motivational, behavioral, and cognitive CQ). This suggests that the training did not produce measurable changes in coaches’ CQ immediately after completion. Despite this, coaches scored the training as valuable and relevant to their professional practice. Limitations in the design and implementation of the training, such as its short duration and lack of cultural customization, may have limited its overall effectiveness. These findings can inform the design and implementation of more targeted cross-cultural training programs for sports professionals.