KSI has made a seismic shift in his business empire, buying a 20% stake in Dagenham & Redbridge FC - and he's got the Premier League firmly in his sights. The UK music artist, YouTube sensation, and professional boxer is throwing down the gauntlet to football's elite with this ambitious move.
This isn't a novelty for KSI - it's just another notch on his belt of high-stakes challenges. He started out as a bedroom FIFA streamer in Watford, but his 43 million-strong YouTube following has propelled him into a world where the likes of boxing and music are mere stepping stones to football ownership.
And what a journey it's been! KSI has put up a fight against Logan Paul in the ring and given Tommy Fury a run for his money - and now, with Prime energy drink flying off shelves (or so we're told), he's taking on the beautiful game itself. With a reported £2 million investment in Dagenham & Redbridge FC, KSI is backing himself to bring this sixth-tier club up to speed with the Premier League big boys.
But there's more to this takeover than just KSI's cash - it's a masterstroke of brand rebirth. After years of being the 'laddish' YouTube personality, KSI's looking to reinvent himself as a serious business owner and community leader. He's gone cold turkey on booze, and his fans are eating up his more measured online presence.
For Daggers fans, this might just be the ticket to get their club noticed. The likes of Ipswich Town (Ed Sheeran) and Wrexham (Ryan Reynolds and Rob McElhenney) have proven that celebrity backing can bring in big bucks - and a lot more.
Can KSI do it for Dagenham & Redbridge? Only time will tell, but one thing's for sure: this plucky sixth-tier club is about to get the spotlight treatment like never before. Bring on the drama!
Source: City A.M.