The diatribe came after the University of Louisville lost to No. 5 Maryland last week, and it was all caught on camera.
WATCH: Coach targets participation trophies in society
Coach Jeff Walz says awarding kids with a trophy whether they come in first or last is wrong, and that it's not how life works.
"You kidding me? I mean, what's that teaching kids? It's OK to lose," Walz said. "And it's not just in basketball, it's in life."
Walz said this could lead to everybody thinking they should get a good job without hard work.
The comments came as he called out his players for a quote lack of hustle, missed free throws and inadequate defense in their loss to Maryland.