It was supposed to be a bold new chapter for Dagenham & Redbridge FC—a fifth-tier English side better known for mid-table mediocrity than international intrigue. With the announcement on Monday of a partnership with Egyptian YouTuber Marwan Serry and the appointment of fellow Egyptian football influencer Salma Mashhour as Director of Development & Engagement, the club seemed poised to transcend its postcode and tap into the vast digital enthusiasm of the Arab world.

The club had hoped the appointment would deepen “its commitment to growth beyond the pitch — expanding its global footprint, connecting with Arabic-speaking audiences, and embracing a new era of creative, community-first football.”

For a brief moment, it worked. The Daggers’ social media following soared, particularly on Instagram, where hundreds of thousands of new Arabic-speaking fans flocked to cheer on a club most had never previously heard of.

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Serry, a football content creator with over 5 million followers, spoke of taking the club to the Premier League and making it a household name across the Middle East. The club’s chairman hailed the “renaissance of Egyptian football” and welcomed the Arab investment as part of a ten-year plan to build something “meaningful.”

Dagenham & Redbridge is majority-owned by Club Underdog, a holding of the US-based North Sixth Group.

And then—three days in—the dream collapsed in spectacular fashion.

Club Statement: Dagenham & Redbridge FC has removed Salma Mashhour from the position of Director of........

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