The Sidemen Business: Clothing, XIX Vodka, Sides and a Charity Match Machine

Seven British YouTubers turned a channel into a portfolio: clothing shops, a vodka, a chicken chain, a cereal, a venture fund and Netflix and Prime Video shows. Here is what UK filings and reporting actually show.

The Sidemen are seven British YouTubers who have spent a decade turning one shared channel into a collection of consumer brands, media deals and a fund. The Sidemen business now spans clothing shops, XIX Vodka, the Sides chicken chain, a cereal, a venture fund and TV-style shows on Netflix and Prime Video. Their manager has called it a nine-figure business, but no valuation or group revenue figure has been published, so this piece sticks to what UK filings and reporting show.

Where it stands: The group lost its best-known member in 2026. Per Tubefilter, KSI used a late-May video to say he was quitting group content, ending a 13-year run. As of late October 2026, he was still listed as a director of Sidemen Holdings Limited at Companies House.

Who are the Sidemen, and how did the business start?

The group’s own vodka brand dates its start to 19 October 2013, and the name XIX is a nod to that day. The seven members are KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123 and W2S. The first business was attention: a main channel that Tubefilter put at more than 23 million subscribers in May 2026, plus a second channel and each member’s own audience.

Everything else is built on top of that reach. The pattern founders should notice is that the Sidemen license or partner for the hard parts, such as manufacturing, restaurant operations and outside investment, and keep the brand.

What the Companies House record shows

Two central companies sit behind the group, and their public registry pages give the basic structure:

  • Sidemen Holdings Limited, a holding company. Its directors were appointed in July 2019, and the register lists seven officers with no resignations, KSI among them.
  • Sidemen Entertainment Limited, registered for video production, whose directors were appointed in December 2019. It lists eight officers and one resignation.

The registry pages show who runs the companies, not who owns what share or how much money they make. We did not find filed accounts that disclose group revenue, so we do not estimate one.

Venture What is documented
Sidemen Clothing Second store opened in Birmingham, Oct 2024
XIX Vodka UK-made wheat vodka founded by the seven
Sides Delivery brand from 2021, then restaurants
Best cereal 100,000+ boxes sold in two weeks, 2024
Upside fund $25M first-fund target, 2025
Charity match £6.2M raised in 2026

The Sidemen business brands, one by one

Sidemen Clothing. Merchandise became a high-street retail line. Tubefilter reported that the second Sidemen clothing shop opened in Birmingham’s Bullring in October 2024, after a first store in Kent, alongside a 13-piece Teenage Mutant Ninja Turtles collaboration licensed from Paramount.

XIX Vodka. The brand describes itself as British vodka founded by the seven members, made from 100% wheat in the UK. Tubefilter reported that it was developed with Virtual Hero, the same partner used for Sides.

Sides. The chicken brand began in 2021 as a delivery-only concept, then moved into physical restaurants around London. In May 2023 the group announced ten more sites and a ten-year ambition of 200 locations, counting both shops and delivery points. That plan was a target, and we found no later report confirming how many sites are open today.

Best cereal. Launched in March 2024 and manufactured by Mornflake, it sold more than 100,000 boxes within two weeks, according to a LinkedIn post by the group’s manager that Tubefilter reported.

Media, management and the venture fund

The Sidemen’s media business has moved beyond YouTube. Netflix carried a documentary about the group in 2024, the reality format Inside later moved to Netflix, and in 2026 the cooking series SideMenu was set to split its episodes between YouTube and Prime Video.

The management company, Arcade Media, sold a minority stake to Lumina, a US film studio and venture firm, in September 2025; the price was not disclosed. Speaking to the Financial Times, Arcade co-founder Jordan Schwarzenberger described the Sidemen as “a nine-figure business,” as quoted by Tubefilter. That is a description by an interested party, not an audited figure.

The group also launched a fund, Upside. Citing The Times, Tubefilter reported that it had already made 12 investments of £100,000 to £500,000 each, and Schwarzenberger said the first fund targets $25 million.

The charity match as a business asset

The annual football match is run for charity, but it is also the group’s biggest showcase. The 2025 match at Wembley drew 90,000 fans and raised more than £4.7 million. In April 2026 the event raised £6.2 million, with 86% going to the Sidemen’s own Bright Side charity and 14% to M7 Education, Tubefilter reported. The match proceeds are charity money and are not income for the members.

How much is the Sidemen business worth?

Nobody has published a valuation. The closest independent figure comes from the Sunday Times, whose first gaming rich list, in 2024, put “KSI and The Sidemen” together at an estimated £50m, naming Throne Holdings as the company. That figure predates KSI’s exit and cannot be split per member. Rich lists estimate private wealth with their own assumptions, so treat it as a dated estimate, not a valuation.

Lessons for founders

  • Partner for operations, own the brand. Mornflake makes the cereal and Virtual Hero helped build Sides and XIX.
  • Use events to feed products. One stadium match each year keeps every brand in front of fans.
  • Reduce key-person risk early. Tubefilter noted the group had already been working to rely less on individual members before KSI left.

For a contrast with a creator brand that leaned on two personalities, see our story on Prime Hydration, which KSI co-founded. The 2026 match total of £6.2 million is the most recent dated figure in the group’s record.

Frequently Asked Questions

What businesses do the Sidemen own?

Reported ventures include Sidemen Clothing, XIX Vodka, the Sides fried chicken chain, the Best cereal brand made with Mornflake, the Upside venture fund and an in-house production company, Sidemen Entertainment Limited.

How much is the Sidemen business worth?

No valuation has been published. Their manager, Jordan Schwarzenberger, called it a nine-figure business in 2025, Tubefilter reported, citing the Financial Times. A 2024 Sunday Times gaming wealth ranking put KSI and the Sidemen together at an estimated £50m.

Who are the Sidemen?

Seven British YouTubers: KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123 and W2S. KSI stepped away from group content in late May 2026.

How much did the Sidemen charity match raise?

The 2026 match raised £6.2 million, with 86% going to the Sidemen’s Bright Side charity, Tubefilter reported. The 2025 match raised more than £4.7 million.

When did the Sidemen start?

The founding date, 19 October 2013, is the day the XIX Vodka name commemorates, according to the brand.

Sources

This article is general information for founders and is not accounting, legal or investment advice. Net worth figures are estimates published by the outlets named, on the dates shown. They are not disclosed by the people profiled, they move with markets and private valuations, and different publications reach different numbers. Found Founders is not affiliated with anyone profiled here.