ENThe article provides analysis on educational aspects which make influence on athletes’ motivation for elite sport mastership, together with the highlight on the role of a coach as on an educational factor. Impact of a coach’s managed educational environment on the athletes motivation at the stage of his elite sport mastership is also analyzed. Research instrument - haft structured interview. For analysis of the research data, method of grounded theory research was chosen. The research embraced 13 Lithuanian elite athletes - Lithuanian Olympic team members and candidates, as well as 9 coaches, training elite athletes - Lithuanian Olympic team members and reserve team. The research disclosed the interrelation context of Lithuanian elite athletes and their coaches with its characteristic features of particular factors under the influence of sociocultural context, which has both reinforcing and hardening influence on athletes’ motivation. The authors of this article aim to reveal sport’s role in disclosing person’s identity development, which is evidenced and being formed in certain social and educational environment. [From the publication]