Burnley FC has confirmed a multi-year strategic partnership with social media platform X to launch an original content series ahead of its return to England’s top flight.
The collaboration marks X’s first original content partnership in the UK and will see the production of a 20-part series throughout the 2025/26 season.
The series promises exclusive access with interviews featuring players, coaches, and executives, as well as behind-the-scenes moments from the training ground, dressing room and Turf Moor stadium.
Burnley aims to leverage this initiative to grow its global fanbase and deepen engagement with supporters.
The club has already demonstrated a knack for creative digital content, gaining attention with light-hearted transfer announcements and viral moments such as a team singalong with Natasha Bedingfield.
Under the ownership of US-based ALK Capital, Burnley has sought to innovate through technology rather than relying solely on capital investment.
Initiatives such as virtual player trials via the AiScout app and the addition of NFL legend JJ Watt as an investor reflect this forward-thinking approach.
For X, sport remains a cornerstone of its content strategy, with similar original series launched across the US, Japan, and the Middle East.
Alan Pace, Burnley chairman discussed the importance of leveraging social media to grow their off-field brand.
“We’re delighted to be partnering with X as we enter an exciting period for the club ahead of our return to the Premier League,” said Pace in a press release.
“Whether it be our now world-famous transfer reveal videos, or our incredible end of season dressing room celebrations, X has been home to some of our most popular and engaging social content.
“Community is at the heart of everything that we do, so partnering with X enables us to expand that community even further and bring our passionate fanbase closer together, while growing our visibility with new digital audiences.
“This partnership is part of our long-term plan as the club moves forward with fan engagement and content at its very core. We have lots of exciting plans together and look forward to sharing more details in the future.”
Jonathan Lewis, UK managing director for X, expressed excitement about this ‘unique’ partnership.
“We’re very proud to partner with Burnley in this multiyear deal which includes our first ever UK X Originals series,” said Lewis in a press release.
“The Clarets have one of the most passionate fanbases in the game and we can’t wait to bring the spirit of the club’s supporters to life on X as the club chases glory this season.
“This unique collaboration with Burnley launches our X UK: A New Chapter strategy and showcases how X’s unmatched real-time engagement and highly active global audience will transform sports fandom through unrivalled, authentic engagement for clubs and teams into the future.”
This collaboration represents a bold step for both parties, redefining how football clubs and digital platforms collaborate.
It sets the tone for a future where technology and storytelling work hand in hand to engage fans worldwide.
