YouTube star and former boxer KSI has bought a minority share in National League South side Dagenham & Redbridge, sparking a media surge around the sixth‑tier club. He dismissed any ambition to sit in the dugout, insisting his role will be promotional rather than managerial. The move follows striker Andy Carroll’s recent investment and caretaker appointment this season for them.

KSI says his expertise in social media will turn the Daggers into a global brand, aiming to attract fans far beyond England. He envisions a long‑term climb to the Premier League, whether that takes five, ten or twenty years. By leveraging his online following, he hopes to boost ticket sales, sponsorships and player recruitment for the club's future and stability.

While KSI will continue coaching his six‑a‑side Baller League team, he insists the Daggers’ on‑field decisions remain with Carroll and the existing coaching staff. His minority stake provides a platform to showcase the club’s matches to a worldwide audience, potentially increasing broadcast interest. The partnership marks an unusual blend of entertainment and lower‑league football for fans everywhere and sponsors alike.