After wearing championship rings as a player and coach, Jo Sang-hyun has now risen to the rank of the best coach in professional basketball.
Changwon LG defeated Seoul SK 62-58 in the seventh game of the 2024-25 KCC Professional Basketball Championship held on the 17th at Jamsil Students' Gymnasium. Following three consecutive wins followed by another three consecutive losses, LG secured their first championship title in 28 years with a thrilling narrow victory in the final seventh game.
Once victory was confirmed, Jo Sang-hyun, LG coach, burst into tears. LG, which started with impressive three consecutive wins, found themselves cornered with three consecutive losses. Despite the advantage of a home game in the sixth match, LG lost again. If they were to finish as runners-up, it would have been frustrating after fighting hard throughout the season.
Jo Sang-hyun, who was nervous until the last of the seventh game, finally laid down all his burdens after winning. This victory is one he never experienced as a player for LG during his active years. Winning under particularly challenging circumstances, with star players like Duh Kyung-min, Jeon Seong-hyun, and Choi Jin-soo absent, makes this victory even more valuable.
LG, founded in 1997, is one of the most popular teams in the Korean Basketball League (KBL), having ranked first in crowd attendance multiple times. While other teams have undergone numerous crises due to relocation and changes in parent companies, LG has never left Changwon and has continued to make bold investments.
However, LG has only finished as runners-up twice and has had a particular lack of connection with championship titles. Jo Sung-won and Moon Tae-jong also failed. Jo Sang-hyun presented the franchise with its first championship trophy in 28 years.
Coincidentally, Jo Sang-hyun played for SK during his active years. He debuted with Gold Bank and became a SK player through a Christmas trade on December 24, 1999, when he swapped jerseys with Hyun Joo-yeob. Jo Sang-hyun played a key role in leading Cheongju SK to its first championship in 1999-2000 and was known for his trademark 'jump shot' three-pointer in crucial moments.
Jo Sang-hyun obtained free agent status and played for LG from 2006 to 2011, but never won a championship. He retired as a player after spending his last season with ORION in 2013.
He steadily built his coaching career. Jo Sang-hyun debuted as a coach immediately after retiring from ORION in 2013. He assisted head coach Choo Il-seung during ORION's first championship victory in 2016. After studying basketball at Gonzaga University in the U.S., he took on the role of head coach for the men's national basketball team in 2018. In 2022, Jo Sang-hyun took the helm of his former team LG and brought the club its first championship cup in three years.
In KBL history, Jo Sang-hyun is the third person, following Kim Seung-ki and Jeon Hee-cheol, to have won titles as a player, coach, and director. Achieving such a difficult championship by changing roles is never an easy task. It is even more meaningful as he broke the stereotype that former star players struggle to become good coaches.
Jo Sang-hyun noted, "It was really tough to drop to 9th place after suffering 8 consecutive losses during the season. The coaches helped a lot. We set our sights on making the playoffs and made it here. Players like Yang Jun-seok, Tamayo, Yoo Gi-sang, and Jeong In-deok developed a lot. Of course, the championship was not easy either. Seeing the veterans work hard made me feel that the team was being built well."
He also did not forget to express gratitude to the fans who supported him consistently and to the organization that provided support in many ways. Jo Sang-hyun said, "I have a sense of loyalty to LG, having played here. I am grateful to all the coaching staff and all the staff. I will express my gratitude to the yellow wave fans who created the 'Sebaragi' fan base in the future. Now, a new assignment has begun. I will work harder to create opportunities for young players to develop."
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