KSI announces his co-ownership of Dagenham & Redbridge FC. Published March 3, 2026.
KSI (real name Olajide “JJ” Olatunji) confirmed on March 3, 2026, that he has acquired a 20% stake in Dagenham & Redbridge FC, a club currently competing in the National League South — the sixth tier of English football. The 32-year-old Sidemen founder announced the deal in a YouTube video, declaring his intention to take the Daggers “all the way to the Premier League.”
KSI described the acquisition as a “full-circle moment,” referencing his popular FIFA YouTube series Race to Division One, which helped build his early audience. “I've always dreamed of owning a football club,” KSI said. “Now I get to do it for real — and Dagenham is the perfect place to start.”
The Ownership Structure
The deal is part of a broader takeover by Happy Fan Group Ltd, a U.S.-based investment vehicle led by John Grabowski. The consortium installed former professional footballer Anwar Uddin as chairman following the conclusion of the takeover. KSI's 20% holding makes him the most prominent individual investor in the group.
Former Premier League striker Andy Carroll — who plays for Dagenham & Redbridge in the current squad — also became a shareholder on February 28, 2026, five days before KSI's announcement. Carroll, 37, joined the club as a player in 2024 after spells at Newcastle United, Liverpool, and West Ham United, and has now taken an ownership stake while continuing to play.
About Dagenham & Redbridge FC
Dagenham & Redbridge is a professional football club based in Dagenham, East London, playing home matches at Victoria Road (capacity: 6,078). The club was formed in 1992 through the merger of Dagenham FC and Redbridge Forest FC. The Daggers spent four seasons in the Football League (League Two) between 2007 and 2011, reaching a high point of 7th in League Two in their debut season.
The club was relegated to the National League South at the end of the 2024–25 season, dropping to the sixth tier of English football for the first time since 2000. The relegation created an opportunity for new ownership to come in at a lower valuation, with the Happy Fan Group completing its takeover during the 2025–26 campaign.
Timeline of Events
Relegation to National League South
Dagenham & Redbridge relegated from the National League to the National League South — the sixth tier of English football.
Happy Fan Group Takeover
U.S.-based Happy Fan Group Ltd, led by John Grabowski, completes the takeover of the club. Anwar Uddin appointed as chairman.
Andy Carroll Becomes Shareholder
Former Liverpool and West Ham striker Andy Carroll, currently playing for Dagenham, becomes a shareholder in the club.
KSI Announces 20% Stake
KSI announces his acquisition of a 20% stake via YouTube video, vowing to take the Daggers to the Premier League.
First Match as Owner
KSI's first match as co-owner: Dagenham & Redbridge vs. Dorking Wanderers at Victoria Road.
The Premier League Pledge
KSI's stated ambition to reach the Premier League would require the club to earn six promotions from its current position in the National League South. The path would be:
- National League South → National League (Tier 5)
- National League → League Two (Tier 4)
- League Two → League One (Tier 3)
- League One → Championship (Tier 2)
- Championship → Premier League (Tier 1)
While ambitious, there is recent precedent for rapid climbs through the English pyramid. Wrexham AFC, co-owned by Hollywood actors Ryan Reynolds and Rob McElhenney since 2020, earned back-to-back promotions from the National League to League One. KSI acknowledged the Wrexham comparison: “What Ryan and Rob have done is incredible. But I'm not here to copy anyone — I want to write our own story.”
Content Creators in Football — A Growing Trend
KSI joins a growing wave of high-profile digital and entertainment figures investing in lower-league English football clubs:
| Owner(s) | Club | Tier at Purchase | Current Tier |
|---|---|---|---|
| Ryan Reynolds & Rob McElhenney | Wrexham AFC | 5 (National League) | 3 (League One) |
| KSI (JJ Olatunji) | Dagenham & Redbridge | 6 (National League South) | 6 (National League South) |
| Andy Carroll (player-owner) | Dagenham & Redbridge | 6 (National League South) | 6 (National League South) |
What Comes Next
KSI confirmed he will attend Saturday's match against Dorking Wanderers at Victoria Road — his first game as co-owner. He indicated plans to leverage his 24 million YouTube subscribers and social media reach to boost the club's global visibility, merchandise sales, and matchday attendance.
The broader question is whether KSI and the Happy Fan Group can replicate the Wrexham model: combining celebrity attention with sustained financial investment to turn a non-league club into a serious footballing project. With Andy Carroll providing on-pitch experience and KSI providing off-pitch audience reach, the ownership group is structured to attack both fronts simultaneously.
For more on KSI and the Sidemen, visit the KSI profile page and the Sidemen coverage hub.