Burnley FC and X Announce Strategic Digital Partnership

Burnley Football Club has entered into a groundbreaking, multi-year partnership with X Corporation. This marks the social media platform’s first-ever UK Originals partnership with a Premier League football club. As Burnley prepares for their return to the top flight in the 2025/26 season, X becomes their first Strategic Digital Platform Partner. This collaboration signifies an ambitious effort to enhance digital engagement and storytelling.

A central aspect of this partnership is the creation of a unique 20-episode documentary series produced under the X Originals banner, an initiative unprecedented in the context of UK football. The series will chronicle Burnley’s season in real time, providing behind-the-scenes access to players, coaches, medical staff and backroom teams, as well as insights into training sessions, life at Turf Moor and the dressing room experience. Scheduled to launch early in the season, new episodes will be released every two weeks, providing fans with an intimate, serialised viewing experience that unfolds progressively throughout the campaign.

One of the key goals of the partnership is to expand and deepen fan engagement through immersive, original content. Burnley, known for their creative social media output, most notably viral transfer announcement videos, has a significant presence on X, with over 820,000 active followers. This collaboration builds upon that existing foundation to enhance brand visibility, deliver prominent branding placements and initiate digital activations designed to increase global interaction.

Club leadership has emphasised that content and community are central to their strategy. Chairman Alan Pace described the deal as a strategic component of Burnley’s long-term engagement plan, stating: “This partnership is part of our long‑term plan. Content and fan engagement are now central to how we build community and reach new audiences.” He pointed to the club’s history of high-impact moments on X, such as creative player unveilings and behind-the-scenes celebrations, as a foundation the new series will build upon. The documentary project, he suggested, represents a significant evolution in how Burnley connects with both its existing supporters and growing global audience.

From X’s perspective, the partnership aligns with its newly introduced “X UK: A New Chapter” strategy. This deal represents the platform’s initiative to deepen sports-focused collaborations across the UK, creating real-time engagement opportunities that go beyond traditional broadcast and marketing models. UK Managing Director Jonathan Lewis stated that working with Burnley allows X to authentically connect with the club’s passionate fan community on the platform. The project aims to transform sports viewership habits by leveraging X’s real-time interactivity and global reach.