Abstract
<jats:p>The research aims to identify the specific features of Alex Ferguson’s speech portrait as a representative of the modern Scottish linguocultural type and the complex of linguistic means that ensure his suggestive impact on the addressee within sports institutional discourse. The research material consists of fragments of the coach’s public speech (interviews, press conferences, speeches) as well as his autobiographical narrative. The analysis revealed the significance of phonetic features (regionally marked articulation, intonation dominated by high-falling tones), lexical means (a combination of formal, colloquial, and obscene vocabulary), and grammatical-syntactic techniques (short imperatives, ellipsis, repetitions, parallelism) in the organization of speech influence. The scientific novelty of the work lies in examining the coach’s speech practice as a holistic linguocultural phenomenon, where his individual style is conceptualized as a manifestation of the Scottish linguocultural code. As a result, it was established that the combination of the identified means forms an image of an authoritative yet relatable leader, marks regional identity, actualizes the values of collectivism and solidarity, and enhances the emotional-volitional impact on the audience.</jats:p>