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There is already a very different feel around Dagenham just weeks after the arrival of internet sensation KSI.
From viral moments to rising attendances, the immediate impact is impossible to ignore.
KSI winning over Dagenham fans with recent stadium appearances
KSI has quickly become the main attraction at Victoria Road following his move to buy a minority stake in National League South side Dagenham and Redbridge.
Ahead of the weekend's league fixture, large groups of young fans gathered outside the ground just to catch a glimpse of the social media star, with autograph requests and selfies taking centre stage before kick-off.
Inside the stadium, that attention has translated into tangible growth. Average attendances have risen from around 1,400 to over 2,000 in the three matches KSI has attended, while online interest has surged dramatically, according to the Daily Mail.
Google searches for the club jumped by more than 1,700 per cent following news of his investment, while a live stream of the Daggers' win over Hampton & Richmond Borough attracted over 300,000 views – a remarkable figure for sixth-tier football.
KSI, who owns around 20 per cent of the club, has also outlined ambitious plans, including a documentary series charting the club’s journey and a long-term aim of reaching the Football League.
However, the shift has not been without debate. Some supporters have embraced the renewed energy and exposure, claiming he has put them “on the map”, while others remain cautious about the club’s identity being overshadowed by the influencer-driven spotlight.
/https%3A%2F%2Fmedia.footballgroundguide.com%2Fmain%2F2026%2F03%2Fimago1001432309.jpg "Inside the immediate impact of KSI at Victoria Road as he helps put Dagenham and Redbridge \"on the map\" 1")
FGG says: Non-league football being put on the map
It’s hard to deny the immediate impact here, as this is exactly the kind of attention lower-league football rarely gets.
The numbers alone are staggering – crowds are up, global exposure has skyrocketed, and Dagenham are suddenly part of conversations they were never previously in.
But this goes beyond one club.
If handled properly, this kind of investment could genuinely help grow the non-league game, bringing in younger audiences, new sponsors and a level of visibility that clubs at this level struggle to achieve.