Do you know who KSI is? When I asked my friends this question, most of them looked blank. But one Saturday in January, a 12,500-strong audience at Wembley Arena had no doubt. They knew who KSI was. They’d listened to his music. They’d watched his gaming videos. They’d seen his beefs with other internet personalities and the scorn he’d thrown at the misogynistic influencer Andrew Tate. They’d heard about Prime, the drink that KSI helped launch in the UK and that was so in demand some shops charged £20 ($37) a bottle. And that evening, most of all, they wanted to see KSI box. “K-S-I! K-S-I! K-S-I!” they chanted.

Financial Times