This article draws on ethnomethodology and conversation analysis to explore the accountability of coach participation in-game – i.e. its observability, tellability, reportability – by scrutinising the interactional practices by which the coach, on the sideline, is perceived, filmed, and described by TV technicians and commentators. The contribution offers an empirical investigation of the local procedures, sequentially ordered, by which coach participation in the game is reflex-ively achieved. It adopts the perspective of TV control room members while broadcasting football matches to show how they produce real-time audiovisual and verbal accounts tai-lored to the emergence of the coaches’ embodied and verbal actions.