KSI brings Dagenham & Redbridge matches to YouTube in DAZN deal

KSI will livestream a number of Dagenham & Redbridge matches on his YouTube channel this season under a new partnership with DAZN, putting his own distribution network at the centre of efforts to grow the non-league club's audience.

The agreement will see fixtures distributed across DAZN and KSI's YouTube channel during the 2026/27 season, subject to competition regulations, with broadcasts incorporating behind-the-scenes access and guest appearances from creators.

It marks the latest step in KSI's involvement with Dagenham & Redbridge after the YouTuber, whose real name is Olajide Olatunji, acquired a minority stake in the sixth-tier club earlier this year.

“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,” KSI said in a statement.

“Dagenham & Redbridge has an incredible community behind it, and we're going to bring fans closer to the club than ever before while introducing millions of people to what makes non-league football so special.”

DAZN chief executive for growth markets Pete Oliver said the partnership would use “broader distribution, innovative formats and creator-led storytelling” to bring National League South football to new audiences.

“This collaboration demonstrates how technology and compelling content can help clubs connect with fans in new ways and extend their reach far beyond traditional audiences,” he added.

The development comes as the lines between creators, sports ownership and distribution continue to blur, with creators increasingly becoming part of how sports organisations reach and build audiences.

KSI left the Sidemen in June after 13 years with the YouTube collective he helped found, saying growing commitments across his career had left him being pulled in “a lot more directions than ever before”.

A docuseries chronicling his involvement with Dagenham & Redbridge has also been announced for his YouTube channel.