KSI is set to livestream a number of Dagenham and Redbridge fixtures next season as part of a new distribution partnership involving the National League South club and broadcaster DAZN. The move marks the latest step in the YouTuber's growing relationship with the east London team, having become a shareholder and strategic partner in March.
The influencer, whose real name is Olajide Olayinka Williams Olatunji, has more than 86 million followers across social media, streaming platforms, and music channels. His involvement is expected to give Dagenham and Redbridge a global platform rarely seen at the sixth tier of English football. According to the club, the partnership will "significantly enhance the production and distribution" of matches across multiple platforms and "bring supporters closer to the action than ever before."
Under the agreement, KSI will livestream selected fixtures on YouTube throughout the season, subject to competition regulations. The broadcasts will also include exclusive behind-the-scenes access, special guests, and what the club describes as "innovative production formats and unique storytelling" aimed at improving fan engagement. The involvement of DAZN, a major global sports broadcaster, suggests that the matches will receive a level of production quality similar to that seen in mainstream televised sport.
KSI's growing influence in football
KSI first rose to fame on YouTube in the late 2000s, building a massive audience with gaming videos and comedy content. Over the years, he has expanded into music, boxing, and business. He has released charting singles, fought in highly publicised boxing events, and co-founded the Sidemen, a collective of YouTubers who have built their own entertainment empire. His reach extends far beyond traditional football audiences, making him an attractive partner for a club looking to grow its brand.
The announcement comes after a period of rapid growth in influencer investment in football. KSI's involvement in Dagenham and Redbridge is not his first football project. He has spoken in the past about his love for the sport and his desire to make it more accessible to younger audiences. His partnership with Dagenham appears to be part of a broader strategy to use his platforms to support community-based football projects.
Dagenham and Redbridge are a club with deep roots in their local community. They were formed in 1992 through the merger of Dagenham and Redbridge Forest. The club have spent time in the Football League, most notably reaching League One after winning the League Two play-off final in 2010. They have also enjoyed cup runs and have a strong reputation for developing young players. However, in recent years, the club have fallen on harder times, suffering relegation from the National League and now competing in National League South.
What this means for Dagenham and Redbridge
For Dagenham, the partnership represents a major opportunity. The club's chief executive, John Grabowski, described the collaboration as a "genuinely exciting moment." He said: "This partnership is about much more than broadcasting matches -- it's about growing our club, shining a spotlight on the National League South, and showing what is possible when football embraces innovation."
The financial details of the deal have not been disclosed, but the involvement of KSI and DAZN could bring significant resources and exposure. Lower-league clubs often rely on matchday revenue, sponsorship, and player sales to stay afloat. A partnership that increases broadcast reach and audience engagement could open new streams of income, from international fans to merchandise sales and potential investment.
KSI himself spoke about the human side of the project. "Football has always been about bringing people together, and this partnership gives us the chance to tell the stories that don't always get the spotlight. Dagenham and Redbridge has an incredible community behind it, and we are going to bring fans closer to the club than ever before while introducing millions of people to what makes non-league football so special."
A changing media landscape for non-league football
The partnership is an example of how digital media is transforming the way football is consumed. While top-tier leagues are dominated by huge broadcasting deals, lower-league clubs have traditionally struggled to gain visibility. Platforms like YouTube and Twitch offer direct access to global audiences, and influencers can help bridge the gap between clubs and communities that would otherwise have no connection to them.
DAZN's involvement is particularly significant. The streaming service has invested heavily in sports rights, including boxing, football, and other major events. By partnering with a National League South club, DAZN is signalling that there is commercial value beyond the Premier League. The collaboration could serve as a test case for how smaller clubs can use modern distribution channels to build their brands.
There are also potential challenges. Broadcasting fixtures in the National League South is subject to competition regulations, which means not every match will necessarily be available to stream. Clubs and broadcasters must also consider the impact of live streams on matchday attendances. For some supporters, there is a fear that too much online coverage could discourage people from attending games in person. However, many clubs now see digital distribution as a complement to the matchday experience rather than a threat.
A platform for community stories
Beyond the football itself, the partnership appears intended to highlight the culture and people behind non-league clubs. KSI's mention of "stories that don't always get the spotlight" suggests that the content will go beyond the 90 minutes on the pitch. Expect to see features on local supporters, club staff, volunteers, and the role Dagenham play in their community.
Dagenham and Redbridge are based in the London Borough of Barking and Dagenham, an area with a diverse population and a strong sense of local identity. The club have long been seen as a community hub, and their supporters have remained loyal through promotions, relegations, and financial uncertainty. The new partnership could help tell that story to a much wider audience.
It also gives KSI an opportunity to connect with his audience in a new way. Rather than simply lending his name to a club, he is actively participating in the content strategy and helping shape how the club is presented to the world. This hands-on approach could make the project feel more authentic to both his fans and the club's existing supporters.
The road ahead
The exact schedule of matches that will be livestreamed has not yet been announced. The club has said that the broadcasts will be subject to competition regulations, which may limit which games can be shown. It is likely that a selection of home and away fixtures will be included, possibly with a focus on high-profile matches or local derbies.
There is also uncertainty over how the partnership will affect the club's existing streaming arrangements. Many National League clubs have their own broadcast deals with companies such as National League TV. A new partnership with DAZN and KSI could mean that some matches move to different platforms, or that additional coverage is added rather than replacing current offerings.
For now, the news has generated considerable excitement among Dagenham supporters and the wider non-league football community. The idea of a global influencer teaming up with a sixth-tier club may seem unlikely, but it reflects a broader trend in modern football. As the divide between elite and grassroots sport continues to grow, innovative partnerships may become one of the most effective ways for smaller clubs to survive and thrive.
KSI's involvement could also have a lasting impact on his own brand. Football clubs are often deeply embedded in their local communities, and a successful partnership could strengthen his reputation as a serious investor and media figure. He has already demonstrated an ability to turn online influence into mainstream success, and Dagenham and Redbridge could be his next major project.
The coming months will reveal how the partnership works in practice. Fans can expect announcements about the production team, content formats, and the first fixtures to be streamed. For a club that has spent much of its recent history fighting for stability, this is a moment of optimism. With KSI's platform and DAZN's production expertise, Dagenham and Redbridge could become one of the most visible non-league clubs in the country.
Source:MSN News