I wouldn’t…or, at least, I don’t think I would. Not knowing much at all about Home Assistant, I would expect that it could be configured to poll an RSS feed of a team’s schedule or conference schedule on a daily basis (or however often a user configured the polling) and then parse the XML based on the poll date and time and create/delete a scripted lighting event that would be scheduled to run prior to game time. (I’m thinking deletion could be for past games and/or schedule changes.) I don’t know anything about Home Assistant scripting, though. I’m just making guesses about how I think I’d approach the problem.
I do this with my Google Home Routines. The last Action in one of them, listed after the lighting changes, does this:
Maybe I should see if I could get it to play the fight song, too. 
I actually read recently in another topic that it’s possible for Home Assistant to generate notifications, so that seems like something that could be built into an automation.
Thanks for the link. I’m not ready to dive in yet, but I skimmed that Reddit post.