In early August, an unlikely partnership was struck between rich and popular Youtube group Dude Perfect, alongside former NFL star JJ Watt, to invest in newly promoted Premier League team Burnley. According to the Athletic, Burnley is located in a small town in northeast England. Although they may not be the largest club, Burnley is full of ambition. They have a passionate and loyal fanbase concentrated within the small town. Majority stake owners, ALK Capital, have been pumping money into the club for new transfers. Following relegation from the Premier League last summer, a new manager was hired, and the club rebounded, winning the second tier tournament, winning their spot back into the Premier League. 

   Dude Perfect, a YouTube group based out of Frisco, Texas, have grown their channel from obscurity, to being in the top 30 most subscribed channels worldwide, amassing approximately 59.5 million subscribers over their 15-year tenure, according to Wikipedia. Their popularity originates from impressive trickshots videos, which appealed to the younger audience that generally used Youtube.

   Now, along with former NFL star JJ Watt, Dude Perfect is buying a stake in Burnley, in the hope that the hugely popular YouTube group will increase the brand overseas. They join the ongoing movement of American influencers investing in professional sports teams, such as Mr. Beast buying the rights to the Hornets jersey patch. Such investment deals are sure to continue in the future, as online influence continues to become a larger part of sports culture.

   Another football club introducing the endorsement and investment from non-football related people or organizations is Wrexham A.F.C., owned by popular Canadian based actor Ryan Reynolds.