Influencer KSI has made it clear he won't be taking the manager's seat at Dagenham & Redbridge, despite his recent investment in the club, instead setting his sights on a much grander ambition: guiding the team to the Premier League.
When asked if fans might see him coaching from the dugout, the YouTuber and entrepreneur responded emphatically, "No, I'll stick to Baller League!" KSI, who coaches a team in the six-a-side indoor Baller League, recently purchased a minority stake in the National League South side, bringing a wave of attention alongside fellow new shareholder and current caretaker manager, former England striker Andy Carroll.
Instead of pursuing a management role, the 32-year-old plans to leverage his massive social media influence to transform the club's global profile. "I'd like to do my own journey. I want to do things my way and I was born and bred through social media," KSI 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."
His vision extends far beyond the sixth tier, with a long-term goal of Premier League promotion, however long it may take. "I hope to one day help them get to the Premier League, whether it takes 'five, 10, 15 or 20 years'," he stated.
The strategy is already in motion. Last month, a Dagenham & Redbridge league fixture became the first National League match to be live-streamed on YouTube, broadcast to KSI's audience of over 17 million 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 club, currently 12th in the National League South table, is undergoing a period of significant change following a takeover by the Happy Fan Group Ltd in February. KSI and Carroll's investments are central to this new chapter, aiming to build a global fanbase from the ground up.