Until the 1960s, the elite coach was shadowed by elected representatives and amateur players. Since then, the professionalization process has transferred power to the coaches. As this process is intertwined with the commercialization of sport, the aim of this article is to advance the understanding of the impact of commercialization on the elite coach in a Scandinavian context. Through the lens of governmentality, and the Swedish men's elite football coach as the example, the study shows how commercialization has impacted the coach's power and responsibilities in the club, the relationships with the athletes, and with external stakeholders. The study draws on the board minutes and annual reports of a football club, education material from the Swedish coach education programme, and interviews with six former coaches. The results show that the governmentality of commercialization has placed the coach in the limelight, that they are responsible for guiding the players' actions to enhance their economic value, and are the club's outward face to convince external stakeholders to invest in football.