Riccardo Sales began coaching basketball at Ramazzotti Milano in 1966. He later was with Gorizia, Brescia, Varese, Treviso, and Trapani, and had a long and brilliant career in Men’s Series A, with many playoffs and several promotions. He became an assistant coach of the Italian men’s national team and then head coach of the women. In 1995 Sales led the Italian women to a gold medal at the Universiade and a silver medal at the European Championships, also leading them at the 1996 Atlanta Olympics.