AI in Sports

Seattle Reign coach Laura Harvey admitted she asked ChatGPT “What formation should you play to beat NWSL teams?” The backlash was swift when she went public: “If AI can do your job, why employ you?”

She got a generic answer (back-five formation), researched it, implemented it, and her team improved from 13th to 4th place. She was an early adopter willing to experiment. But without understanding how to maximize the tool, she left massive gains on the table.

She could have asked: “Given a team with strong wingers but weak central defense, facing opponents who dominate possession in midfield, explore three tactical formations that maximize counter-attacking opportunities while protecting the vulnerable center. Consider how player stamina affects formation effectiveness in the final 20 minutes.”

That’s not a magic prompt—it’s the beginning of a conversation where using her coaching expertise reshapes the dialogue, developing better follow-up questions, refinement, and decisions allowing her to test variations and explore tradeoffs.

See the difference?

The same mistake organizations make everywhere: treating AI tools like Claude, ChatGPT, or Gemini like search engines instead of thinking partners that need YOUR expertise to unlock their potential.

In performance sports, the potential isn’t just tactical—it’s transformative.

Imagine prompting AI to analyze opponent pressing patterns against your specific formation, accounting for your players’ speed and positioning tendencies, then exploring counter-tactics that maximize your team’s strengths while exploiting opponent weaknesses. Layer in fatigue patterns, weather conditions, referee tendencies, recent injury history.

Suddenly you’re not getting “try a back-five.” You’re getting tactical intelligence tailored to your reality.

This is where the supersized gains happen in sports. Not from asking AI basic questions. From applying deep domain knowledge to create prompts that unlock insights no coach has time to analyze manually.

When coaches bring their domain knowledge together with AI expertise, they unlock insights that weren’t possible before—unlocking insights no coach working alone can achieve.