Whether it is analysing player performance, recording in-game statistics or introducing ‘ref-cams’ to give a new perspective on live games, technology has been widely implemented both on and off the pitch. While some fans may lament the constant introduction of new technologies to the traditions of the beautiful game, there are clubs who continue to embrace its advantages. Cambridge United, currently gunning for promotion to League One, is one such example.
Employing the help of Genie AI, a platform founded in 2017 by University College London graduates, Rafie Faruq and Nitish Mutha – the club is seeking to improve the speed and quality of its legal operations. Furthermore, by reducing legal fees and providing access to law, Genie will ultimately look to help Cambridge navigate the legal complexities of the transfer market and drafting player contracts.
The collaboration is upheld by the platform’s mission to “empower everyone at the club to draft trusted legal agreements”, as outlined by Faruq.
Legal Help and Improving Efficiency
Following the announcement of the partnership earlier this year, Cambridge United became the first professional club to use artificial intelligence when drafting and executing player contracts.
The club’s CEO, Alex Tunbridge, has outlined why the platform is such an attractive prospect for the future.
“We don’t have in-house counsel: therefore, we thought there’s an opportunity here to use AI to upskill and also increase the quality of our work.”
Accessing and affording in-house counsel is a challenge which affects many clubs lower down in the English football pyramid. According to Genie AI’s internal research, only one out of the twenty-four teams competing in League Two have access to full-time in-house legal counsel, compared to sixteen of the twenty Premier League clubs. With estimated costs between AUD 101,000 and AUD 708,000 a year, relying on external legal support leaves little opportunity for lower-league clubs to invest in the transfer window and matchday experiences.
Responding to Challenges
In response to these difficulties, Faruq has expressed his confidence in Genie’s ability to make legal operations more efficient for football clubs, ultimately giving them the time and resources which was previously hard to come by.
“We believe our AI is the most accurate and our customers typically say that Genie is more comprehensive, more accurate and more appropriate for their business.”
He further detailed that, due to the transfer window operating within limited time periods, the need for both efficiency and speed within the club’s operations is essential.
Financial Compliance and Legal Risks
Drafting and processing legal contracts, whether for players or commercial partnerships also carries huge financial risks for the club. Any failure to adhere to EFL or FA guidelines can result in damaging repercussions in the form of points deductions, fines or failed registrations.
In the Premier League, Everton were handed a 10-point deduction in 2023 for breaching financial rules. With regulation a growing concern across the football industry, any reliance on artificial intelligence in a club’s legal processes will have to be accompanied by continued adherence to the rules of the industry.
The introduction of AI in the legal industry is a daunting prospect, and is a common reservation recognised by Faruq himself. The Genie co-founder has nevertheless insisted on the company’s commitment to complying with FA guidelines while making the process as simple as possible for its customers.
“For player contracts, we’re not generating new language, we’re not reinventing the wheel. Instead, we are taking a club’s existing template and past contracts and generating what is effectively a fixed questionnaire which adheres to those FA guidelines.”
Final Thoughts
As technology becomes increasingly present in the modern game, it’s no wonder why the incorporation of AI represents an appealing next step for clubs seeking to minimise costs and time delays.
The alliance with Genie AI has already allowed the club to work through a busy transfer window, signing fourteen new players and renewing the contracts of three more. The platform has therefore played a huge role in ensuring the U’s’ can enter the season with the reinforcements needed to help the club achieve promotion back to League One.
As their work with Genie continues, clubs across the world should look to Cambridge as a leading example in how to effectively use AI in legal and contractual operations, while still remaining firmly committed to the rules and regulations upholding the football pyramid.
