'Keep this crap away from football' – YouTube club Hashtag United torn to shreds after bizarrely announcing double signing of 'AI players'

Fans have reacted furiously after Hashtag United announced the signing of two AI players, called Holly and Harvey. Hashtag are known for their unique blend of traditional football and esports, and claimed that while the technology for the duo's debut on the pitch may still be in development, the AI footballers will immediately begin creating content and representing the club.

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  Hashtag’s AI howler

  Hashtag's move highlights the increasing integration of artificial intelligence within various aspects of football, but has also been called out as a clever hoax, which has simply once again has put the club in the spotlight. A club statement said: "We are delighted to announce the double signing of Holly and Harvey who become the world’s first AI professional footballers. We may have to wait a little longer to see their debuts but as soon as technology allows they will be taking to the pitch. Unfortunately they are both currently suffering from the fairly rare case of “missing body syndrome” but both miraculously passed their medicals with flying colours. In the meantime they will start work right away representing the club and creating content. Please give them a big Hashtag welcome and drop them a follow."

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• The majority of fans are not happy

  The reaction came thick and fast following the announcement, with the response mixed between outrage and others urging calm over the stunt. 

  @CalMosFooty said: "Unlike some, I’ve always supported the Hashtag United journey in football from early days to now. But my oh my, they have had an absolute shocker with this. Game is absolutely gone. Keep this crap as far away from football as possible.”

  Another fan, @Nebrisbeefsaid: "Spencer… We all know you are not dumb, so please stop this stupid bs before it goes further, you have a child, respect it and stop killing the world it has to grow up in, both environment wise as online world wise…”

  @mxrwanlfc said: "Is this how you’re using investor’s funds? AI garbage? We were told the club would expand the social media team and this is what you come up with? Very disappointing.”

  And there was this from Joe Christmas @68c6c8f2872948f, who said: “All positive thoughts about hashtag, mostly built up by Spencer about 10 years ago now, well and truly in the bin. The social media club has no clue about the feelings about AI on social media. Pack it up lads, time to get back in the office and off the golf course.” 

  But there was a call for calm from @TheUnknownMando, who said: "People not understanding the actual sarcasm/joke and just thinking this is real. You’d forget this was an English comments section, how is a country known for sarcasm as its defining humour not getting it?"

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  Who exactly are Hashtag?

  The club was founded in 2016 by YouTuber Spencer Carmichael-Brown, also known as Spencer FC. Hashtag used their YouTube channel as a launchpad, featuring exhibition matches including celebrities, comedians, and staff from professional clubs. Their 'YouTube-first' approach quickly amassed a large online fanbase, drawing viewers with engaging video content that took them on a journey from park football to bigger stadiums. The club made the leap from exhibition matches to competitive football in 2018, joining the FA's National League System at the 10th tier. Their rise through the non-league pyramid has been swift, achieving four promotions and reaching the seventh-tier Isthmian League Premier Division by 2023. The men's team won the Isthmian League North title in 2022–23 with an impressive 21 consecutive league victories.

• Can AI talent turn Hashtag’s season around?

  Hashtag have had a tough start to the season, finding themselves in 14th place after ten matches. Their league form has been inconsistent, with three wins, two draws, and five losses. Recent results include a loss to Sittingbourne and a win against Welling United. They were also eliminated from the FA Cup following a 3-0 away loss to Aveley. The team's performances have highlighted defensive vulnerabilities, with 17 goals conceded in the league.