Only the players who fought to be there, under the rules of competitive counter-strike, by beating other great teams, get stickers. You qualify by playing well, and the stickers are a financial reward for making it into the elite competition.

We already know only the players get stickers.

Whilst you could argue casters and analysts have earned a spot at a major by being the best in their field, they don't get stickers because there are a number of other factors that go into whether or not a particular caster is chosen. They don't have an equaliser like CS:GO to sort the best on an objective level. Popularity, experience, availability, exclusivity contracts and more go into whether or not a particular caster will cast a major.

Strawman, no sane person would argue that point. Casters are hired talent and have no similarity with the coaches / team analysts. The coaches are part of / contribute to the success of the team, the hired talent are there to put on a show and talk about whats going on for the viewers.

Coaches don't get stickers either because there is no way to measure their impact on the teams qualification. Some coaches may well deserve to be considered an honorary 6th player, and others joined the teams just weeks before the major and had nothing to do with the teams qualification. Adding coach stickers would be a bad idea, unless the 3/5 players rule was extended to 3/5 AND the same coach.

Coaches don't get stickers for the same reason analysts, casters, stage hosts, the guy emptying the trash bins, you, some lady down the street don't. They just don't. Valve doesn't create stickers for them. That's not to say they couldn't of course.

To my knowledge Valve doesn't assign any merit to getting a sticker. Its a simple case of you play in the major you get one. If you work your ass off and practice 34 hours a day and have some sick training montage and qualify for the major or some dude just trips on his dick and falls on to a roster with a major spot, guess what... you both get stickers.

That being said if you want to make it about merit then the coaches absolutely deserve it. It would be like saying Don Shula, Phil Jackson, Pat Riley, Jimmy Johnson don't deserve all the rings they have because they didn't play on the field.