Which means you can treat it a bit like a text mining program. NASA had a text mining contest in 2007 as part of the SIAM conference on data mining which was really similar - instead of football plays it was textual descriptions of aeronautics incident reports and their classification. There were several papers that came out of that (I was with a group that did one of them, using an approximate nonnegative matrix classification approach - got beat out by some ensemble approaches).
Anyway - if you'd like to do something with unstructured football play descriptions, text mining might be able to empower you to some extent without going through a full manual analysis, and those papers could be a good starting point. I think some of them ended up in a volume titled _Survey of Text Mining II_.