Students in Columbia University’s M.S. in Sports Management program recently participated in an intensive two-day seminar, AI in Sports, led by Shripal Shah, Chief Digital Officer at Next League. The workshop provided a comprehensive roadmap for integrating generative AI into the front-office operations of professional sports organizations.
Building the Foundation (Landscape and Governance)
The first day focused on demystifying the current AI landscape and positioning it as the "new Moneyball for revenue operations." Shah introduced students to a suite of generative AI platforms—including ChatGPT, Microsoft Copilot, Claude, and Perplexity—and compared their strengths in areas such as long-form document analysis and real-time research.
Beyond the tools themselves, the seminar examined AI governance. Students learned that while AI offers significant efficiency gains, it requires strict guardrails to protect sensitive data involving all stakeholders. The rule of thumb shared during the session was clear: "If you wouldn’t email it to a stranger, don’t put it in ChatGPT.”
Mastering the Prompt and the AI Playbook
The second day shifted from theory to practical execution, focusing on what Shah described as a "new core skill" for sports professionals: prompt literacy. Students were trained in various frameworks.
Hands-On Creative and Data Labs
The workshop featured hands-on labs in which students used state-of-the-art AI packages to generate conceptual creative assets. Prompts ranged from high-energy social media stories for night games to billboard concepts for sponsor-facing visuals, including team-media company collaboration and an all-star game customizable apparel studio.
In the Data Visualization Lab, students worked with sample ticket sales data to transform raw transactions into strategic insights. By prompting AI to generate Python code and chart concepts, students practiced crafting data-driven narratives for a VP of ticketing, focusing on revenue trends and buyer segment probabilities.
Scenario Simulation: Metro City FC
A highlight of the seminar was a scenario simulation in which students acted as the AI Lead for a fictional club, Metro City FC. Their objective was to build an AI Playbook to sell out a home opener and secure a founding partner. The workshop concluded with a debate on AI-driven fan targeting and dynamic pricing, using a framework to balance revenue optimization and fan trust. Shah emphasized that the seminar was not just about learning new tools but about preparing students for emerging industry roles such as AI operations analysts, governance leads, and prompt and playbook designers.
As the sports world shifts from experimentation to operational integration, Columbia’s students are being equipped with the frameworks and practical experience to lead the charge toward AI-driven innovation in the industry.
About the Program
The Columbia University M.S. in Sports Management prepares students with a comprehensive curriculum and access to sports industry practitioners and leaders. Students acquire skills in areas such as entrepreneurship and innovation, global sports management, facility and event management, and sports law and ethics.
The program is available for part-time or full-time enrollment. Learn more about the program here.
