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This qualitative study focused on how girls' high school coaches in the United States Southwest thought about Latina teens' participation in school sports. Semi-structured interviews with coaches (4 women, 11 men) indicated they continue to rely on cultural (deficit) discourses implicating girls' families and culture when discussing Latina teens' sports participation. Coaches suggested that Latina teens' parents do not see the value of sports for girls, do not view sports as a pathway to college, are not involved or interested in their daughters' participation for cultural reasons, and are overly productive. These conceptualizations shape coaches' recruitment and pedagogical strategies within school sports contexts. More critical reflections could aid coaches and schools in developing more adaptive school contexts and strategies to better meet the needs of Latina teens and their families.