Adapted from reporting by Insider Sport
Picture a transfer window where a club wraps up three player signings before the lunch break. The paperwork is completed in hours instead of weeks. Contract clauses are checked against league rules in seconds. Past deal structures are replicated instantly without a lawyer typing a word.
That’s the future Cambridge United — a League Two club with limited resources but big ambitions — is exploring through a partnership with Cambridge-based legal-tech start-up Genie AI. Their “autonomous legal agents” are now helping the club draft, review, and track contracts faster than ever before.
The Challenge
Cambridge United’s operations team manages a wide range of agreements, from player contracts and sponsorship deals to catering and property agreements — all under tight deadlines and with a small team.
According to CEO Alex Tunbridge, the goal was clear: improve efficiency, reduce risk, and streamline processes. “The system allows multiple people to work on player transactions, standardises clauses, and speeds up drafting,” he explains.
How the Technology Works
Rather than stepping in at the legal review stage, Genie AI’s system works from the start — the drafting stage.
- Standardisation: Approved language and clauses are built into templates.
- Error Detection: Contracts are scanned for compliance issues or inconsistencies.
- Summarisation: Key terms are extracted into summaries for quick internal review.
While around 80% of football contracts follow standard templates, it’s the remaining 20% — the customised bonus structures, appearance clauses, and performance triggers — where AI adds the most value. Genie AI uses “playbooks” containing the club’s preferred language to fill these sections quickly and accurately.
Building Trust in AI
Integrating AI into football’s contract process isn’t just about tech — it’s about people trusting the process.
Tunbridge notes that the system is there to support, not replace, the football administration team. Genie AI’s CEO, Rafie Faruq, adds that transparency is key: every AI action is recorded, explained, and visible to both legal and non-legal users.
Potential Impact
The trial is ongoing, but the expected benefits are clear:
- Faster contract turnaround times
- Reduced operational risk
- Potential cost savings that can be reinvested into recruitment, facilities, or fan experience
If successful, Cambridge United could demonstrate that even smaller clubs can achieve Premier League-level operational speed without Premier League budgets.
Local Innovation with Global Potential
Both Cambridge United and Genie AI hail from the same city — a hub for AI innovation. While the project is starting locally, the technology could be adopted across professional sports worldwide, from sponsorship agreements to broadcasting contracts.
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