KSI to stream Dagenham & Redbridge match free on YouTube in DAZN-backed non-league first

Dagenham & Redbridge will stream their National League South fixture against Hampton & Richmond live and free on YouTube via KSI’s channel on March 28, in a move the club, DAZN and the National League are positioning as a landmark test for creator-led football distribution.The club said it is the first time a National League match will be broadcast live on YouTube “in this way”, with the parties targeting the largest audience yet for a game at that level and using the stream to expose non-league football to new global viewers.The announcement deepens KSI’s commercial involvement at the east London club weeks after he became a minority shareholder, adding a high-reach media asset to a portfolio that typically relies on attendance, local sponsorship and limited broadcast exposure.John Grabowski, Dagenham & Redbridge’s chief commercial officer, said: “This is a hugely exciting opportunity for the Daggers, the National League, and non-league football as a whole. We appreciate DAZN’s creativity and ambition to partner with KSI and bring our match to a global audience, for free.“It is a powerful statement of intent from DAZN and the National League. We want to make history on March 28th, not just in terms of viewership, but also in how non-league football can be seen, shared, and celebrated around the world.”DAZN is supporting the project as part of its broader push to blend traditional rights relationships with creator partnerships and digital-first distribution, while still fitting within an existing relationship with the National League.Pete Oliver, DAZN’s CEO of growth markets, said: “It’s incredible to see someone with KSI’s global reach and cultural influence shine a spotlight on Dagenham & Redbridge and the National League. Moments like this show what’s possible when football, creators, and modern distribution come together to reach entirely new audiences.”National League chief executive Phil Alexander described the broadcast as a “landmark moment” for the competition and the wider non-league game, with the league using the one-off to demonstrate new routes to audience growth.The matchday experiment also creates fresh inventory for sponsors and platform partners around a global live audience, and offers a proof point for how lower-tier clubs can pair central league distribution with influencer-driven amplification.