Is Dagenham following the Wrexham playbook with KSI?

 

Dagenham & Redbridge’s use of KSI’s expertise is catching the eye of broadcast experts, but the challenge will be turning global attention into lasting engagement.

Dagenham & Redbridge FC is set to stream its upcoming National League South fixture with Hampton & Richmond live on KSI’s YouTube channel.

The initiative, announced on March 25, will be a first for the National League, offering non-league football a global stage and potentially reaching thousands of new viewers.

“This is a hugely exciting opportunity for the Daggers, the National League, and non-league football as a whole,” said John Grabowski, Chief Commercial Officer at Dagenham & Redbridge.

“We want to make history on 28 March, not just in terms of viewership, but also in how non-league football can be seen, shared, and celebrated around the world.”

KSI, whose real name is Olajide Olayinka Williams Olatunji, became a minority shareholder in the club last month, taking a 20% stake.

While perhaps most recently known for co-founding beverage brand PRIME, KSI first rose to fame on YouTube and remains one of the most subscribed channels in the UK, with 17.6 million subscribers at the time of writing.

DAZN, the National League’s broadcast partner since launching global coverage in November 2024, has approved the livestream. Pete Oliver, CEO of Growth Markets at DAZN, described the strategy as incredible to see.

“Moments like this show what’s possible when football, creators, and modern distribution come together to reach entirely new audiences,” Oliver said.

“By combining the authenticity of non-league football with DAZN’s global platform, technology, and marketing capabilities, we’re giving clubs the tools to thrive in a new era for the game.”

Are we now in the YouTube era?

Streaming games on YouTube is quickly becoming a go-to strategy for clubs and leagues looking to expand their reach without the limitations of traditional broadcasting, especially when it comes to younger audiences.

Ed Abis, CEO of Dizplai, says YouTube “removes the gatekeepers,” allowing smaller clubs like Dagenham & Redbridge to reach fans directly.

“You’re not asking fans to find a subscription. You’re meeting them where they already are,” he explains, noting creator-led streams can turn passive viewers into long-term fans through authentic storytelling and behind-the-scenes access.

Last year, the sports industry saw Germany’s Bundesliga partner with Mark Goldbridge’s That’s Football and Gary Neville’s The Overlap YouTube channels.

When the deals were announced, Vadim Drozdovski, VP Strategy & Growth at WSC Sports, told Insider Sport: “What we’re seeing is a real shift in how football is consumed, and a glimpse into the future of all sports.”

The boundaries were pushed even further earlier this month when FIFA named YouTube a ‘Preferred Platform’ for the 2026 World Cup. Under the agreement, FIFA’s official media partners can stream the first ten minutes of each match live on their YouTube channels, with some full matches also to be shown.

FIFA summarised its motivation by saying the collaboration aims to improve  opportunities for media partners,  allow creators to share unique perspectives and bring the next generation of fans closer to the game.

Abis tells Insider Sport Abis the bigger opportunity isn’t the match itself, but what happens after.

Every viewer is a potential fan who didn’t know the club existed before, and the challenge is converting that attention into lasting engagement: “Reach is rented. Relationships are owned.”

The advantages of owners like KSI

It’s hard not to acknowledge this initiative is happening because of the background of Dagenham & Redbridge’s new minority owner.

Celebrity and influencer owners are becoming more common in football, with Snoop Dogg recently purchasing a stake in Swansea City and, of course, Wrexham AFC as an obvious and perhaps overused example.

While Swansea has yet to fully leverage the rapper’s global reach, Wrexham has led the way in showing how clubs can use their owners’ influence to their advantage.

Purchased by actors Ryan Reynolds and Rob McElhenney in 2020, the Welsh club has climbed the football leagues with three consecutive promotions and is now targeting a spot in the Premier League.

Reynolds and McElhenney have not only invested heavily in the club but also led projects like Welcome to Wrexham, which attracted a global audience and helped the club amass a significant US following.

“Their Welcome to Wrexham documentary won 10 Emmy Awards. Sponsorship revenue jumped from $2.5m to $17m,” Abis says.

“Over half the club’s turnover now comes from outside the UK. Most recently, they did a live alternative commentary with Sky Sports for a Championship fixture, a format that simply wouldn’t exist without the personalities attached to the club.

Abis explains influencer involvement offers clubs reach they couldn’t buy, credibility with audiences they couldn’t otherwise access and content that extends the life of every moment past the 90 minutes.

“When KSI streams a match, he doesn’t just deliver an audience, he brings a community that already trusts him, engages with him, and will follow where he leads,” he says.

The benefits of an owner like KSI aren’t limited to Dagenham & Redbridge either, with the National League likely to see rewards too.

“Streaming this game in this way is a landmark moment not only for the National League but also for the wider non-league game,” said Phil Alexander, CEO of the National League.

“Partnering with DAZN and tapping into KSI’s global audience gives us a unique chance to showcase what makes this level of football so special. Making the match free and available worldwide reiterates a shared ambition of the National League and DAZN to grow the game and reach new supporters.”