Cut through the AI hype in sport.
A two-session live accelerator with a practitioner in AI and sports analytics. Built for football experts, aspiring leaders and students who want to harness the tools shaping performance.
Enrol NowThe Using AI & Data in Sport Accelerator
The role of AI in elite sport is expanding fast. Meeting summaries, computer vision, fan engagement, player evaluation. But most of what you hear is hype, myth and rumour. Across two live sessions with a practitioner in AI and sports analytics, this accelerator cuts through the noise and shows you what AI can actually do inside a sporting organisation, and what it can't.
One topic
AI and data in sport done deeply. The tools, the language and the practical calls of using them well.
Two live sessions
Three hours each, live and interactive with a practitioner in AI and sports analytics. All recorded for replay.
Twenty positions
A small cohort built for real conversation, not a webinar. Questions, examples and discussion you can actually contribute to.
Knowledge for life
You leave with a genuine framework for evaluating AI and data in sport. Not hype, but the practical logic you can use every day.
Learn from a well respected sports AI professional.
Darren O'Shaughnessy brings two decades of experience working across AI and sports analytics, spanning AFL football and 20 other sports. A practitioner rather than a marketer, specialising in game analysis and finding the signal in the noise.
This accelerator distils what actually works when you're bringing AI and data into a sporting organisation. Not the vendor pitch, but the calls a practitioner would make when the tools meet reality.
Is this for me?
It's For You If…
- You’re a football or sport professional wanting to harness the growing AI tools
- You lead or aspire to lead in football operations or high performance
- You’re studying Sport Management or similar and want a genuine understanding of AI in sport
- You already use tools like Hudl or Sportscode and want to get more from them
- You want to know when data can actually change decisions in sport
It's Not For You If…
- You want an AI marketing pitch, not a practical guide
- You expect AI to replace expert judgment on its own
- You want deep technical implementation rather than applied thinking
- You’re not open to challenging the 'the stats don’t lie' mindset
What you’ll learn
Across the two live sessions, you'll go inside the practical realities of AI and data in sport. The tools, the language, the frameworks, and the traps that trip most people up.
Don't Panic: What AI Actually Is
AI is a revolution, but most of it is still hype, myth and rumour. Set the record straight on what AI is (and isn't) doing in sport.
How AI is Impacting Sporting Clubs
The real applications: productivity, tool building, computer vision, commercial. Where AI is making a difference, and where it isn't.
Prompt Engineering & Practical Limits
How to actually get useful output from AI tools. Where the ceilings sit, especially in Australia and the smaller sports.
Evaluating the AI and Data Marketplace
The main players, their specialties, and the Sports Tech Research Network Quality Framework for evaluating tools objectively.
Getting More from Hudl and Sportscode
Methods and integration for the tools that are most prevalent across Australian sport, so you can extract more value from what you already have.
Analytical Thinking & Data-Facing Roles
What a data specialist can and can't do. The skills a good analyst needs and how they apply to sport, plus the coach-data relationship.
Data Infrastructure & IP
Building the data foundations that support sports science, list management and player development, and how to hold onto knowledge when people leave.
Moneyball: Finding the Signal
WAR, VORP, Equity, Expected Score. How these measures reliably find the truth among noisy data, and where to apply them in Australian sport.
Traps, Pitfalls & Sample Size
The stats don't lie? Yes they do. Examples of how to challenge them, rules of thumb for sample size, and Goodhart's Law in action.
Data Visualisation & Communication
Presenting data so decisions get made. Common visualisation mistakes, better patterns, and how to bring an audience along.
What you get when you enrol
Live Online Workshops
Complete the accelerator over two weeks with 2 × 3-hour live sessions. All content is recorded for replay any time afterwards.
Access To The Facilitator
Through the course you can ask questions about the content and the industry at any time. Not a recording you watch alone.
Career Support
Receive a free career advisory call to map out your next steps through networking, job applications and industry connections.
Networking
Break-out groups and live discussion with the cohort. Real connections with other professionals working across sport, data and AI.
Payment Plans
Pay in full or spread the investment across 6 or 12 months. Full access to all content from your first payment.
Micro-Credential
Receive a certificate on completion to share on LinkedIn or anywhere else you want to demonstrate the work.
Two sessions. One week apart. One outcome.
Live online via Zoom. Three hours per session, with break-out groups, live discussion and real questions. Both sessions are recorded so you can re-watch any time, or catch up if you can’t attend live.
Can’t make a session live? Every session is recorded and in your portal within 24 hours, so you can catch up in your own time without falling behind.
What changes after two sessions
A framework for evaluating AI
A working checklist for judging which AI and data tools are applicable, reliable and worth adopting in a sporting context.
The language of data
A broad understanding of data terminology, and what analysts actually do to create insights under the guidance of sports experts.
The confidence to spot traps
Recognise the pitfalls in how sports statistics are used. Sample size, cherry-picking, Goodhart’s Law and visualisation traps.
Three flexible ways to enrol
$990 AUD total. No interest, no hidden fees, immediate access to all content from your first payment.
- 2 × 3-hour live sessions
- All content recorded for replay
- 1:1 career advisory call
- Micro-credential certificate
- Everything in the full program
- Spread the investment across 6 months
- Same immediate access
- Everything in the full program
- Spread the investment across 12 months
- Same immediate access
Common questions
Who is this accelerator for?
Football or sport professionals wanting to harness the growing AI tools, aspiring leaders across football operations and high performance, and students of Sport Management or similar who want a genuine, applied understanding of AI in sport. Analysts and technology-adjacent staff wanting to sharpen their thinking get plenty out of it too.
Do I need a technical background?
No. The accelerator is about applied thinking, not deep technical implementation. You’ll finish able to speak the language of data, evaluate tools with confidence, and know when AI can genuinely change a decision in sport.
What if I can't make a session live?
Every session is recorded and in your portal within 24 hours, so you can catch up in your own time without falling behind. We do encourage live attendance. The live discussion and break-out groups are where the real value sits.
How long does each session run?
Two live sessions of three hours each, run via Zoom. Plus a 1:1 career advisory call afterwards to map your next step.
What do I walk away with?
A working framework for evaluating AI and data in sport, the language to hold your own in a room of analysts, and the confidence to spot the traps. Plus a micro-credential certificate on completion and a career advisory call. And the network from sharing the cohort with 19 other people serious about the same territory.
How much is it and how do I pay?
$990 AUD. You can pay in full, or spread it across 6 monthly payments of $165 or 12 monthly payments of $82.50. Choose your option at checkout. Full content access starts from your first payment regardless of plan.
Can my employer pay?
Often, yes. Many clubs and organisations cover part or all of the fee as professional development. We can prepare a summary of outcomes to support your case. Just reach out.
Are scholarships available?
A limited number of Women in Sport Scholarships are available if the investment is a barrier. Apply through the link above.