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3pm blackout broken as history made with National League game broadcast live on YouTube
Martin Macdonald
- 26 Mar 2026 10:01 CDT
- 6 min read
News
History will be made this weekend as a National League South match will be broadcast live on YouTube for the very first time.
Notably, the fixture in question between Dagenham & Redbridge and Richmond takes place at 3pm on Saturday, which means that the 3pm 'blackout' of broadcasting matches in the United Kingdom is effectively over.
The blackout refers to broadcasters not showing 3pm kick-offs on a Saturday in order to maintain attendances throughout the country, but this National League South fixture being shown on YouTube does, in a way, end that blackout.
Dagenham & Redbridge versus Richmond will be streamed live on KSI's YouTube channel after the content creator and influencer purchased a stake in the former earlier this month.
"Streaming this game in this way is a landmark moment, not only for the National League but also for the wider non-league game," said National League CEO Phil Alexander.
"Partnering with DAZN and tapping into KSI's global audience gives us a unique chance to showcase what makes this level of football so special."
The league said the stream will "open the doors of non-league football to a truly global audience."
The club's chief commercial officer John Grabowski described it as a "hugely exciting opportunity" and "powerful statement of intent".
"We want to make history on 28 March, not just in terms of viewership but also in how non-league football can be seen, shared and celebrated around the world," he said.
Dagenham & Redbridge in the Premier League?
KSI, real name lajide Olayinka Williams Olatunji, has a reported net worth of around £75 million (Mirror) and began his financial empire by creating video game content on YouTube.
His Sidemen group channel boasts hundreds of millions of views on the content-sharing website.
The money gained from his YouTube work allowed him to break into other areas, including celebrity boxing matches. So far, he has fought two professional fights against Tommy Fury and Logan Paul.
He founded Misfits Boxing and is also a part-owner of Prime energy drinks and Lunchly snack boxes.
KSI is a keen footballer, too, and you'll regularly see him taking part in charity matches.
Football is clearly a passion, then, so it makes sense he would invest in Dagenham and Redbridge, who were relegated to the National League South last season.
“I’m so excited to start this journey," he told the official club website a few weeks ago.
"It’s gonna be a rollercoaster for sure but I hope to bring Dagenham and Redbridge back to the glory days. And once we reach that point, I want to go even further. Reaching the Premier League would be a dream. And I believe it is 100% doable.
"It will take a long time, so to the Daggers fans, please be patient. I want you to know that I am fully committed to making sure Dagenham and Redbridge is a team that everyone will know worldwide, and will be an exciting team to watch and support
"I’ve been watching games secretly at home for months on YouTube streams so it feels so good to finally show my support publicly. For those of you that are OG fans (Race to Division One), you’ll know that this is a full circle moment for me. This is a really big deal for me and I can’t wait to go to my first game this Saturday against the league leaders, Dorking Wanderers!”
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