“I’m an entertainer” says KSI, with zero hint of David Brent parody, as he speaks to FourFourTwo in between bites of Nando’s chicken, inside the unassuming boardroom at Dagenham & Redbridge.
In the politest way possible, we’ve just asked him to describe himself, and essentially tell us who he is – it’s a valid question, given that certain sections of the Daggers’ fanbase might have been forgiven for asking after it was revealed in March that the 32-year-old, who made his fortune on YouTube, had joined their club as a part-owner.
So, what does a vlogger know about non-league football club ownership? How much money is he actually planning to invest? What’s his plan? What’s a KSI? We’re in the bowels of the club’s Victoria Road stadium in east London to meet the game’s latest celebrity investor and get some answers.
Knowledge, Strength, Integrity
KSI is an acronym for Knowledge Strength Integrity, taken from a video game group he was part of, and gaming is where his journey to the ,” he points out, referencing the popular video game franchise. ” reached number 30 in the UK singles chart, and he realised his audience would follow him beyond the platform that made him. To date, he’s amassed five million UK single sales, three billion global streams, nine top 10 singles and four Brit Award nominations. His second album All Over the Place immediately hit number one in 2021.
In the middle of all that, KSI forever influenced internet culture by bringing the YouTube boxing phenomenon to life, stepping into the ring himself, having previously been an unfit, out-of-shape bedroom vlogger with zero fighting experience.
He fought fellow YouTuber Joe Weller inside a sold-out Copper Box Arena and won. A second amateur bout, against American YouTuber Logan Paul at Manchester Arena, generated one million pay-per-view sales. The fight was declared a draw.
In November 2019, the pair turned professional for a rematch at the Staples Center in LA, promoted by Eddie Hearn’s Matchroom Boxing. KSI won that contest – the cruiserweight fought in five more bouts before hanging up the gloves in 2023 to focus on other endeavours.
He launched a drinks company, Prime Hydration, alongside Logan Paul – the pair’s influence was so strong that it sparked unprecedented demand across the globe, with widespread shortages, supermarket frenzies and barmy resale markets that KSI himself criticised. Prime has since become the official sports drink for Arsenal, Barcelona, Bayern Munich, UFC and WWE.
Doors continued to open, and KSI strode through them unflinchingly. He went mainstream last year by joining the Britain’s Got Talent judging panel – initially as a guest, then as a permanent addition alongside Simon Cowell, Alesha Dixon and Amanda Holden, propelling him to new levels of fame. Everything he touches seems to turn gold.
Next stop, the moon
Now, here he is in Dagenham. Has KSI parted with hard cash to be here, or is his investment the 75.3 million followers sitting in his pocket across all his social platforms, available to leverage at the tap of a screen?
“I haven’t really talked to anyone about the financials,” he says, having become a minority shareholder in the club. “For me, it’s mainly about putting my name to this club and going, ‘I’m gonna take it to the Moon.’ I think with most things I touch, it kind of spirals upwards.
“I focus on things I care about. That’s the trick. I’ve been offered stakes in all types of things, and I say no to a lot because if I don’t care for them, then I’m not going to be interested.”
KSI might have timed his arrival at Dagenham perfectly. In 2010, the club were in League One under John Still, the most successful manager in their history. But in their most recent campaign, they finished 13th in National League South, England’s sixth tier. It was the lowest placing since their formation 34 years ago, when Dagenham FC merged with Redbridge Forest. The only way is up.
Joel Page, a supporter who follows the club home and away, also running fan site on the KSI Originals YouTube Channel