Organizational performance is known as the capacity of resources´ optimization aiming at efficiency and effectiveness to achieve organization´s goals. On the other hand, strategy is which most contributes to define its goals and to align it with the organizations´ ideal future consistently. During unstable times that affect the organization´s survival, manager´s performance will be essential because the manager is the one who most impacts the organization´s achievements. In this situation, new knowledge and competencies would be required to adapt to new requests. One way to develop competencies in the organizational environment is through Executive Coaching. Thus, this research aims to verify the Executive Coaching´s effects and applicability in an organization which develops a sport program. The intermediate objectives intended to analyze the Coaching´s and Executive Coaching´s theoretical bases applied to Sport Management and through the manager perception, find out the Executive Coaching process´ effects on the individual and organizational performances. It was carried out an exploratory research, using a qualitative approach, done by case study and action-research. The study was structured in 3 phasesdiagnosis, application and post Executive Coaching process evaluationand realized descriptive analyzes, content analyses and a final triangulation. The results evidence the Executive Coaching´s applicability to the case studied in the Sport Management context. Related to the manager´s performance, the manager demonstrated that he had developed or refined competencies related to new perspectives comprehension, more awareness about the self, the organization and the context, strategies definition and prioritization. About organization performance, the manager defined a new direction to follow in relation to the organization´s sustainability, also defined strategies such as better sponsor´s relationship and loyalty and better use of social medias. Study limitations, theoretical and practical contributions and suggestions for future research are pointed out.

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