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Rough diamond attracts American investors

A non-league club in East London might not seem the obvious choice for American sports investors, but Trinity Sports Holdings have been pleased with their purchase of the National League outfit Dagenham and Redbridge. They have invested in a number of sports teams in the US. Unlike baseball, there are fewer breaks in the game when they can meet fans, so they have found other ways of reaching out to them and are pleased with the warmth of their reception.

The investors engaged in an extensive search for a British football club, looking at a number of opportunities in League One and League Two, before choosing the Daggers. One of the attractions was the London location which made it an easy place to reach.

Executive chairman Peter Freund told The Non-League Paper, 'The club was like a diamond in the rough. It had fallen on hard times and needed some love and attention, but we knew we could make an immediate impact.'

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