Premier League returnees Burnley FC have struck a multi-year deal with Elon Musk-owned social media giant X, appointing the club’s first-ever “strategic digital platform partner” in a move aimed at supercharging their online presence.
The partnership will see the two sides collaborate on what Burnley are calling “world-class fan engagement, content and brand amplification.”
Central to the deal is a new original content series, X originals, set to run across 20 episodes throughout the season. Dropping fortnightly, the series promises behind-the-scenes access to players, staff and decision-makers – at training, at Turf Moor, and in the dressing room.
Burnley currently have close to 820,000 followers on X and a growing reputation for creative content—especially their tongue-in-cheek transfer announcements, which routinely rack up millions of views.
The club will now look to turn that momentum into a more structured media plan, with X positioned as both platform and partner.
For X, it’s another move into sports entertainment as it looks to anchor more premium content within its ecosystem.
Clarets chairman Alan Pace said: “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.”
Jonathan Lewis, X Corporation’s UK managing director, added: “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.”
X is just the latest tech media giant to jum on the football fly-on-the-wall bandwagon. Disney+ has enjoyed huge success in partnership with Ryan Reynolds on the Welcome to Wrexham franchise, while Amazon’s All or Nothing has followed some of the world’s biggest clubs, including local lads Manchester City, who have also starred in Netflix’s Together: Treble Winners and Netflix has so far broadcast three series of the popular Sunderland Till I Die.
