Dagenham & Redbridge homeowners reveal bold plans for the Nationwide League membership who ‘match’ the Membership Underdog ethos and model.

The homeowners, underneath the banner of Membership Underdog, have outlined bold plans to get the membership again into the English Soccer League (EFL), with League One being the preliminary goal.

This imaginative and prescient comes with a strategic method that leverages the membership’s id as an underdog, a theme that resonates with their multi-club possession mannequin which incorporates groups like Ascoli and Campobasso in Italy, the place they’ve already demonstrated success in promotion.

The brand new homeowners, notably Daniel Corridor, have expressed a transparent want to see Dagenham & Redbridge return to League Two and ultimately League One, of which they spent only one season in again in 2010/11.

This ambition is not only about sporting success but in addition about neighborhood impression, aiming to “assist elevate Dagenham up” by the membership’s success.

The branding round “Membership Underdog” appears to be a central theme. This branding not solely performs into the narrative of the membership’s present standing in soccer but in addition ties right into a broader technique of the North Sixth Group.

This technique includes figuring out with and uplifting groups and communities that is perhaps seen as underdogs, thereby creating a novel id and fan connection.

The method contains advantages like participant pathways, the place gamers might doubtlessly transfer between golf equipment throughout the group, enhancing squad high quality by shared scouting and growth assets.

This mannequin has already proven promise with different golf equipment they personal, suggesting a pathway for Dagenham to not solely enhance on-field efficiency but in addition to handle the enterprise elements of soccer extra effectively.

There’s an emphasis on the membership’s position throughout the neighborhood, suggesting that past soccer, the membership goals to be a beacon for native id and pleasure.

This neighborhood focus might contain extra than simply soccer, doubtlessly extending into social initiatives or neighborhood initiatives, aligning with the “larger than the sum of its elements” imaginative and prescient talked about by the homeowners.

Whereas bold, there’s an acknowledgment that timelines for such achievements in soccer might be unpredictable. Nonetheless, the dedication to creating Dagenham & Redbridge a “league membership” sooner relatively than later signifies a proactive method to recruitment, teaching, and infrastructure growth.

The selection of embracing the underdog standing additionally performs into broader cultural sentiments, as seen in varied posts on platforms like X, the place the underdog narrative is well known in sports activities and past. This might assist in advertising and marketing and fan engagement, making the membership’s journey relatable and provoking.

The plans for Dagenham & Redbridge appear to mix sporting ambition with a strategic enterprise mannequin, neighborhood engagement, and a model id that would doubtlessly resonate properly past the soccer pitch, aiming to rework not simply the membership’s fortunes but in addition its cultural impression in East London.

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Dagenham & Redbridge’s homeowners say they’d “love” to take the membership again to League One.

The Daggers have solely ever skilled the heights of the third tier of English soccer as soon as of their historical past within the 2010-11 season earlier than they had been relegated to League Two.

Since additional relegation in 2016 they’ve been plying their commerce within the Nationwide League and are among the many non-league sides in FA Cup first-round motion this weekend with a go to to Crewe Alexandra.

Membership Underdog powered by N6 acquires controlling curiosity in Dagenham & Redbridge.

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— Dagenham & Redbridge (@Dag_RedFC) Might 8, 2024

However six months in the past the membership was purchased by Membership Underdog, a subsidiary of US-based firm North Six Group, whose goal is to return the east London aspect to the EFL.

“We have now a historical past of shopping for groups that we predict are underserved and have potential,” new membership chairman Daniel Corridor advised BBC Radio London’s sport present earlier this month.

“That’s the entire ethos behind our Membership Underdog model and positively Dagenham matches that metric very properly.

“I believe there’s a ton of potential each on the sphere and likewise off the sphere when it comes to how we are able to profit the neighborhood, assist elevate Dagenham up, and assist create one thing that’s larger than the sum of its elements.”

Membership Underdog additionally owns 4 different groups, together with Campobasso and Ascoli in Italy, Swiss membership FC Locarno, and Brooklyn FC in America.

“We truly took over Campobasso within the Italian fifth tier, so the identical spot Dagenham is in proper now,” London-born Corridor stated.

“The identical spot Wrexham was in, or was when Ryan [Reynolds] and Rob [McElhenney] took over there, and we took them to Serie C, which is the League One equal – the third tier in Italy.

“We’ve had plenty of success there.”

Corridor additionally stated there are “advantages on and off the sphere” for Dagenham being underneath multi-club possession, together with a “pathway” for bringing in gamers each by producing expertise and recruiting from abroad groups they run.

‘We might like to see Dagenham in League One’
Dagenham & Redbridge’s gamers have a good time scoring a objective
Picture supply,Rex Options
Picture caption,
Dagenham & Redbridge are of their ninth season within the Nationwide League since being relegated from the Soccer League in 2016

Dagenham are thirteenth within the Nationwide League after 16 video games and Corridor stated the “major focus has been getting squad performing properly and we’re nonetheless engaged on that”.

He added: “We have now a plan for this 12 months and we have now a plan for the subsequent 5 years.

“We will’t promise something. The perfect laid plans usually go awry. You possibly can throw cash or not throw cash at an issue and it could or could not work out.

“There’s plenty of luck concerned in getting groups promoted, however actually we might like to see Dagenham, within the short-term, in League Two, and we’d additionally like to see Dagenham in League One.

“After we had been in League One simply over a decade in the past, it was improbable and the followers had been pleased, the followers had been going to the video games. There was a lot engagement. It lifted the neighborhood.

“I used to be in London at that time as properly, so I noticed all this first-hand. To recreate that, to do it once more, could be improbable. We clearly can’t put a timeline on that however we’re aiming to be a league membership relatively than a non-league membership sooner relatively than later.”

Corridor additionally emphasised the significance of working the membership sensibly and never simply “throwing cash at a state of affairs and never succeeding, then moving into hassle”.

“We need to be aggressive however we need to be good as properly,” he stated.

“We’re actually prepared to take a position and we have now invested. However we need to achieve this in a sustainable method.

“We’re additionally targeted on being good when it comes to the gamers we recruit. Our sporting director [James King] has an excellent information of the sport from the Nationwide League South by to League One.

“We’re right here to win, we’re right here to be aggressive, however we’re right here to do it in a sustainable approach.”

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