Image source, Getty ImagesImage caption, KSI owns a minority stake in Dagenham & Redbridge
ByChris Slegg, BBC London Sport and Chris Peddy, BBC London Sport- Published1 hour ago
- 13 Comments
"No, I'll stick to Baller League!"
That was the emphatic response from influencer KSI when asked if fans might see him in the dugout at Dagenham & Redbridge.
The YouTuber, former professional boxer, music artist and all-round entrepreneur recently purchased a minority stake in the London-based National League South club.
His arrival has brought a wave of attention to the sixth-tier side and has coincided with striker Andy Carroll becoming a shareholder, before taking over as caretaker manager in March.
And KSI, who coaches a team in six-a-side indoor Baller League, says he has no intention of taking over from the former England striker on a permanent basis.
Instead, the 32-year-old plans to use his influence to help grow the club's profile and following, and hopes to one day help them get to the Premier League, whether it takes "five, 10, 15 or 20 years".
"I'd like to do my own journey. I want to do things my way and I was born and bred through social media," he told BBC London Sport.
"I feel like my expertise in social media will help Dagenham & Redbridge be a worldwide club.
"I'm not focusing on just England, I'm focusing on the world. I want the world to know about the Daggers."
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'We're bringing a completely different audience'
KSI, whose real name is Olajide Olayinka Williams Olatunji, and Carroll's investment announcements followed a takeover of the club by Happy Fan Group Ltd in February.
Last month, Dagenham's league game with Hampton & Richmond became the first National League fixture to be live streamed on YouTube when it went out on his channel to an audience of more than 17m followers.
"We're bringing a completely different audience to Dagenham & Redbridge. And that has always been my goal," KSI added.
"Bit by bit we're going to just build the fanbase, build the foundation and use that to elevate us."
The Daggers are 12th in the table with 63 points, with three games of the season remaining.
A point for Maidenhead United and Hemel Hempstead Town this weekend would ensure the play-offs are out of reach.
Image source, Getty ImagesImage caption, KSI has regularly been seen in the crowd at Dagenham & Redbridge's home games since becoming a stakeholder in the club
But KSI has a long-term vision for the club, which he believes can emulate the success of Wrexham under the ownership of Ryan Reynolds and Rob McElhenney.
The Red Dragons have gone from the National League to the Championship and are chasing a record-extending fourth consecutive promotion.
KSI said he had been inspired by Wrexham's climb up the pyramid and is charting his own experience through a docuseries similar to Welcome to Wrexham, titled Race to the Top, which is set to debut on his YouTube channel in the summer.
He believes the insight from the series will mean fans care about the club on a "deeper level" and reach a new generation of Daggers supporters.
"That's why I say that I'm going to be here for many, many, many, many, many years because this is a long-term goal for me and I know where I want it to go and yeah it's going take a while but it's exciting," he said.
"This is now my baby and I'm going to give it as much time and respect and focus as it needs."
