What in the World
What in the World
Why are celebrities like KSI buying football clubs?
26 March 2026
13 minutes
Available for over a year
Ryan Reynolds and Wrexham, Michael B Jordan and AFC Bournemouth, Snoop Dogg and Swansea City FC. And now YouTuber KSI and Dagenham and Redbridge. There’s a growing list of celebrities investing in lower league English and Welsh football clubs. But is this a good thing for the clubs? And how much influence do these celebs actually have? Emma Middleton from BBC Sport explains. We also hear from some fans around the world.
It’s not just English and Welsh football. Celebrities are also buying into American football teams, Formula One and cricket with the Indian Premier League. Journalist Janhavee Moole tells us about the situation in India.
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Presenter: Iqra Farooq
Producers: Benita Barden, Chelsea Coates and Julia Ross-Roy
Video producer: Tim Hodges
Editor: Verity Wilde