In a move that mirrors the ‘Wrexham effect’ for the National League, global superstar KSI is using his new role as a club owner to bring non-league football to a massive digital stage.
The Dagenham & Redbridge fixture against Hampton & Richmond on March 28th will be streamed live and for free on KSI’s official YouTube channel. While the move is a notable broadcast partnership with DAZN, it is underpinned by the fact that the YouTube icon is now a significant part-owner of the East London club.
Earlier this month, KSI officially joined the Happy Fan Group investment consortium, acquiring a 20% stake in Dagenham & Redbridge. For many long-time followers, the move is a full-circle moment, as the club was the focus of his popular ‘Race to Division One’ series during the early days of his YouTube career. By streaming the match to his 24 million+ subscribers, KSI is directly leveraging his personal brand to increase the valuation and visibility of his own sporting asset.
John Grabowski, Chief Commercial Officer for Dagenham & Redbridge and leader of the ownership group, said: “This is a hugely exciting opportunity for the Daggers, the National League, and non-league football as a whole. We appreciate DAZN’s creativity and ambition to partner with KSI and bring our match to a global audience, for free. It is a powerful statement of intent from DAZN and the National League. We want to make history on March 28th, not just in terms of viewership, but also in how non-league football can be seen, shared, and celebrated around the world.“
The broadcast is made possible through a unique agreement with DAZN, the National League’s primary rights holder. Typically, these matches sit behind a subscription paywall, but DAZN has opted to ‘unlock’ this game to tap into the creator economy.
Pete Oliver, CEO of Growth Markets at DAZN, noted: “It’s incredible to see someone with KSI’s global reach and cultural influence shine a spotlight on Dagenham & Redbridge and the National League. Moments like this show what’s possible when football, creators, and modern distribution come together to reach entirely new audiences. DAZN’s partnership with the National League is built around innovation and growth. We’re helping clubs expand their fanbases, tell their stories globally, and embrace a digital‑first future. 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.”
With former England international Andy Carroll also part of the ownership group and playing squad, the ‘Daggers’ are quickly becoming the most talked-about club in the lower tiers. The National League views this as a blueprint for how other clubs can modernise.
Phil Alexander, CEO of the National League, stated: “This collaboration highlights the power of embracing innovation in modern football. By bringing together clubs, creators, and a global streaming platform like DAZN, we’re opening new doors for visibility and engagement. Streaming this game in this way is a landmark moment not only for the National League but also for the wider Non-League game. 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.“
The match kicks off on March 28th, with the stream expected to go live shortly before the start of play on KSI’s YouTube channel.