In a move that underscores the evolving landscape of celebrity investment and digital media’s burgeoning influence, British sensation Olajide Olatunji, globally known as KSI, is embarking on an ambitious new chapter: acquiring a stake in a struggling lower league UK football club and documenting every step of the journey. Following a blueprint successfully laid out by Hollywood stars Ryan Reynolds and Rob McElhenney with Wrexham AFC, KSI is set to immerse himself in the gritty reality of non-league football, with cameras rolling for a new docuseries titled "Race to the Top." This venture is not merely a financial investment but a deep dive into the heart of British football culture, promising unprecedented access and a compelling narrative for millions worldwide.
Earlier this week, the multi-hyphenate star – a prominent YouTuber, chart-topping musician, professional boxer, and now a judge on "Britain’s Got Talent" – confirmed his acquisition of a minority stake in Dagenham & Redbridge Football Club. Affectionately known as "The Daggers," the club currently finds itself in the National League South, the sixth tier of British football. This places them one rung below where Wrexham AFC stood when Reynolds and McElhenney famously took the reins in 2021, setting the stage for an even more challenging ascent for KSI and his new club. The investment signals a significant commitment from KSI, transforming his long-standing passion for football from online gaming simulations to real-world, high-stakes ownership.
Variety has exclusively revealed that this audacious endeavor will be chronicled in "Race to the Top," a documentary series produced in collaboration with After Party Studios. The series aims to capture the essence of a "Welcome to Wrexham"-style narrative, providing an intimate look into KSI’s takeover and his ultimate goal: to steer Dagenham & Redbridge all the way to the illustrious Premier League. This audacious ambition, coupled with KSI’s immense global platform, positions "Race to the Top" to become a captivating exploration of sports, business, and the sheer power of an underdog story.
For a figure like KSI, whose career has been built on disrupting traditional entertainment models, this move feels like a natural progression. Born Olajide Olatunji, he first rose to prominence through his vibrant FIFA gaming commentary on YouTube, captivating millions with his energetic personality and engaging content. Over the past decade, he has meticulously built an empire spanning music, with multiple top-10 albums, a high-profile boxing career that saw him headline sold-out arenas, and a string of successful entrepreneurial ventures, including the massively popular Prime Hydration drink. His transition from a digital native to a mainstream media personality, evidenced by his role on "Britain’s Got Talent," demonstrates a strategic expansion of his brand into traditional entertainment, making his foray into football ownership both a personal passion project and a savvy business decision.
"Race to the Top" is slated for an initial summer debut on KSI’s primary YouTube channel, a formidable platform boasting over 17 million subscribers. This strategic launch leverages his existing, highly engaged audience, promising immediate and widespread viewership. Further amplifying its reach, the series will be promoted across his extensive social media network, which collectively commands an astounding 33.5 million followers. This multi-platform approach ensures that the story of The Daggers and their new owner will resonate far beyond traditional football enthusiasts, reaching a diverse global audience who have followed KSI’s various pursuits.
The series is not a fleeting project; it is designed for longevity, with production scheduled to continue into the 2026/27 season. This extended timeline allows for a comprehensive narrative, capturing the inevitable highs and lows, the triumphs and tribulations of a multi-season journey through the rigorous British football league system. To ensure its global appeal, "Race to the Top" will be dubbed into 14 languages, a testament to the international reach of both KSI’s brand and the universal allure of sports narratives.
According to the series description, viewers will witness KSI as he "navigates the pressures and possibilities of steering the National League South club into a new era." Cameras will offer "unprecedented access to the day-to-day trials and tribulations of running a non-league side in the modern football ecosystem, with boardroom meetings and fan reaction to contend with." This commitment to raw, unfiltered access is crucial for the docuseries’ authenticity, promising to delve into the strategic decisions, financial realities, and emotional investments required to revive a community club. From player acquisitions and coaching decisions to community engagement and navigating the complexities of league regulations, "Race to the Top" aims to pull back the curtain on the often-overlooked world of lower league football.
The project marks a significant reunion for KSI and director Ben Doyle, known professionally as RVBBERDUCK. Doyle previously helmed "KSI: Can’t Lose," a documentary that charted KSI’s remarkable transformation from a YouTube personality to a legitimate crossover boxing star. This established partnership bodes well for "Race to the Top," as Doyle possesses an intimate understanding of KSI’s persona, his drive, and his ability to transcend expectations. Their prior collaboration demonstrated a capacity to capture the intense personal and professional stakes of KSI’s ventures, making Doyle an ideal choice to document this new, equally challenging chapter.
For KSI, this venture holds a deeply personal significance. "This is a really big deal for me," he shared, his excitement palpable. "For the fans who’ve been with me since ‘Race to Division One,’ it’s a full-circle moment — from dreaming about football online to actually taking over a club." His reference to "Race to Division One" harks back to his early YouTube days, where his FIFA gameplay series captivated millions and foreshadowed his entrepreneurial spirit. This nostalgia creates a powerful connection with his long-term fanbase, inviting them to witness the real-world manifestation of a dream that began in the digital realm. He added, "Reuniting with Ben and After Party Studios makes it even more special. He’s captured every high and low, and I am so excited for him to board this rollercoaster of a journey at Dagenham & Redbridge with me."
Director Ben Doyle echoed KSI’s enthusiasm, recounting the genesis of the project. "When KSI called me on a rainy Sunday morning last November and said he was buying a football club, I knew I had to be there to capture it," Doyle stated. He drew parallels to their previous collaboration, noting, "When we shot ‘KSI: Can’t Lose’ back in 2018, I rolled the cameras as he redefined an entire sport — this feels like a true full circle moment as yet again we stand on the precipice of a seemingly insurmountable challenge." Doyle’s words emphasize the monumental task ahead, positioning the Premier League dream as a formidable, yet potentially achievable, goal. He further committed to the depth of storytelling, promising, "This series will see us get more access than ever before, during the highs and lows as he strives to get the Daggers to the Premier League."
The executive production team for "Race to the Top" includes Jamie MacDonald and James Byfield for After Party Studios, alongside KSI himself and Mo Syed, who serves as KSI’s head of content. Alysha Christal is credited as the producer, rounding out a seasoned team poised to deliver a compelling and high-quality production.
Production for "Race to the Top" is already well underway, capturing the initial moments of this transformative journey. The cameras will continue to roll this Saturday as Dagenham & Redbridge faces Dorking Wanderers in a crucial league fixture. This match holds particular significance, marking the first game KSI will attend in his new capacity as an owner, symbolizing the official commencement of his hands-on involvement with The Daggers. As he steps onto the sidelines, the world will be watching, eager to see if this digital titan can indeed replicate his online success on the hallowed grounds of British football. The journey of Dagenham & Redbridge, under the spotlight of "Race to the Top," is set to become a captivating narrative of ambition, community, and the relentless pursuit of a dream, appealing to football aficionados and casual viewers alike.
