KSI’s recent purchase of a 20% stake in Dagenham & Redbridge makes him the latest celebrity investor in English football. He follows in the footsteps of figures like Snoop Dogg, who has shares in Swansea City, and Tom Brady, part-owner of Birmingham City.
KSI’s Premier League Dream with the Daggers
KSI aims to take Dagenham & Redbridge to the Premier League. He announced the move in a video that has gained millions of views. “I want to do the unthinkable and get to the Premier League,” the 32-year-old said. “I want to be the man who affects things on the pitch as well as off the pitch.”
The Rise of Celebrity Football Owners
Since 2020, a celebrity has purchased shares in English clubs at a rate of one per year, excluding 2021. Wrexham’s rise under actor-owners Ryan Reynolds and Rob McElhenney has drawn attention, with the possibility of promotion to the Premier League.
What’s in it for the Clubs?
Dagenham & Redbridge chairman Anwar Uddin wrote on social media, “Looking forward to writing the next chapter of our history together.” For clubs like Dagenham, the appeal of celebrity investment lies in the combination of wealth and popularity. Celebrity investment can move things into a new space, especially online, according to Dan Plumley, principal lecturer in sport finance at Sheffield Hallam University.
Plumley explains that influencers’ platforms are where kids are nowadays. They follow individuals as much as teams and brands. For the club, it’s about how they leverage that. This could include doing things for publicity that might not be popular with everyone.
A Trend in Football Ownership
Trends in football ownership often move in cycles. These include investment from sovereign states and American holding companies. Now, it’s celebrities coming in a quick flurry.
For clubs looking for investment now, celebrity involvement is a growing option.