Endemol Beyond UK has launched an international sports-themed channel with YouTube megastar, Olatunji – aka KSI.
Rule’M Sports, featuring infamous gamer Olatunji (aka ‘KSI’), is a new release from the UK arm of global premium channel network, Endemol Beyond.
KSI has so far built a global army of nine million dedicated fans on his YouTube channels, as well as amassing over 1.28 billion views and ranking in the top five most popular personalities amongst US teens.
Rule’M Sports features the YouTuber embarking on a journey to master five sporting disciplines over the course of a year, training alongside top athletes including Louise Hazel, Amir Khan and James Haskell. His first challenge is in the world of professional boxing before he takes on a host of other international sports including rugby, football, athletics and more.
Since uploading his first video to YouTube in 2010, KSI has built an 8.5m strong army of dedicated fans across both of his channels (KSIOlajideBT and KSIOlajideBTHD), whilst amassing well over 1.28 billion views in total. In a recent poll by Variety magazine he ranked as the fourth most popular personality amongst US teenagers.
KSI commentrf: “The guys at Endemol Beyond said I was going to have loads of fun, but so far I’ve been knocked about by pro boxers and made to look crazy slow by some top athletes. Now they’re lining up some absolutely huge rugby guy for next season, and I’m starting to realise just what I’ve let myself in for! All I can say is that at the end of filming, I won’t just be a beast by name, I’ll be a beast by nature.”
Endemol Beyond UK director, Randel Bryan, commented: “Creating unmissable content with the hottest stars of the digital video world is what Endemol Beyond is all about. Not only is KSI one of the biggest YouTubers out there, he’s also one of the most entertaining, making him the perfect host for this truly unique digital sports channel.”
“We also believe that Rule’M Sports addresses a dramatic short-fall in sports and fitness content created solely for today’s connected youth and we see YouTube as an ideal platform to engage with this audience in a language they understand, on any device they choose and at any time they crave it.”
Internationally, Endemol Beyond’s recent A-list partnerships have included Pitbull and Emmy Award winner Drea de Matteo as well as US digital superstars such as young rap sensation MattyB; comedian Brittany Furlan; and fashion and beauty pioneer Michelle Phan.
