KSI Dagenham takeover: Why do celebrities buy football clubs?

“The game is evolving and so are we,” Daggers chairman Anwaruddin wrote on social media after the news was announced.

“I look forward to writing the next chapter of our history together.”

For clubs like Dagenham, who play in the National League South after reaching the highest level as League One in the 2010-11 season, the allure of celebrity investment is a powerful combination of immense wealth and popularity.

“Celebrities have the ability to take things into a whole new space, especially in terms of making things go viral,” explains Dan Plumley, senior lecturer in sports finance at Sheffield Hallam University.

“In the age of digital content, influencer platforms are where kids are these days, and they follow individuals as much as teams and brands.

“There will be people who are interested in celebrities, especially the younger generation, who will start to be interested in a club they may not have heard of before.

“For the club, it’s about how we can take advantage of that, including maybe doing some things for publicity that may not always be popular with everyone.”

Trends in soccer ownership often move in cycles, as has been the case with investment flows from sovereign nations and American holding companies. And now the celebrities are coming in a flurry.

For clubs looking to invest now, the potential advantage of becoming an early adopter of the celebrity model will not be left behind.

“We see a ripple effect where one person does it and then others follow,” Plumlee says. “This has the potential to expand further but there are very few people who have the money, will and ability to do this.”