'You finish last and get a trophy. Are you kidding me?'

An American basketball coach has gone viral after an epic rant directed at a whole generation of millennial players.

Louisville women's NCAA coach Jeff Walz is fed up with his players' sense of entitlement, ripping them to shreds in a bizarre post-game press conference.

Walz had had just watched his team lose a second straight game when he branded them "losers" and went on a lengthy rant about "the problem with society" and "participation" trophies.

"The generation of kids that are coming through right now, everybody gets a damn trophy," Walz said.

"You finished last and you're coming home with a trophy. Are you kidding me? What is that teaching kids? That it's OK to lose. Unfortunately, it's our society. It's what we're building and it's not just in basketball. It's in life.

"Everybody thinks they should get a job. Everybody thinks they should get a good job. That's not the way it works, but unfortunately, that's what we are preparing for.

"Because you finished fifth, you get to walk home with this nice trophy and your parents are all excited. No. Not to be too blunt, but you're a loser. We're losers. We got beat. So you lost. There is now trophy for us. Unfortunately, with the ways the kids are brought up today, there is a trophy because nobody wants anyone to have hurt feelings. Nobody wants to have their feelings hurt.

"Unfortunately in the real world — and I'm not sure how it is with all your jobs (addressing a media conference) — but with mine, if you lose enough you get fired. That's just the way it is.

"I'm trying to explain to our kids, 'Hey, I’m trying to prepare you for the real world because when you get a job there is competition and what are you going to do to standout?' But, we’re not preparing these kids for this at least before they get to us.

"When you play three or four games in one day and you lose three of them and then you win the last one and everybody goes home happy. You're one and three. I know it's a long time ago but in the days when we played, when you lost you went home. There was no friendship bracket. You know, let's go on the side to the friendship games, so everybody can play two more games. No. You went home. You went home a loser and you worked on it if you wanted to be good."

In his 10th season as the coach of the Lady Cardinals, Walz has built a reputation as being an extremely animated character both on the court and in front of the camera.