This is exactly what you should tell athletes, especially ones in team based games. Going to the coach and demanding more play time will usually get better results than just silently being a good player.

Obviously this doesn't apply in individual pursuits like swimming [edit] or in situations where the coach is beholden to other parties (a paying audience).

[edit] To clarify: A coach should incentivize things they believe win games. An athlete should do those things so that the coach gives them playtime. An athlete should also promote the fact that they are doing those things to the coach.