Burnley FC and X ink UK-first digital deal
Burnley Football Club has announced a strategic multi-year partnership with X Corporation, making the social media platform its first strategic digital platform partner. The agreement marks a first-of-its-kind deal for X with a Premier League football club.
As part of the collaboration, Burnley FC and X will produce the first ever X Originals content series in the UK. The series will feature 20 episodes, released fortnightly throughout the Premier League season, offering fans behind-the-scenes access to the club’s first-team players, staff, and leaders at the training ground, Turf Moor, and inside the dressing room. This UK-first content follows the success of 18 previous X Originals series commissioned in the US, Japan, and MENA regions.
The partnership will also explore live streaming opportunities, providing insights for fans, alongside the amplification of exclusive short-form content on the X platform. Burnley FC has previously gained global recognition for its viral transfer announcement videos and a recent video featuring Natasha Bedingfield singing ‘Unwritten’ with the men’s first team, which garnered over 10 million views worldwide. Club Chairman Alan Pace has also maintained an active presence on X since 2020, engaging directly with fans.
This collaboration forms part of X’s new UK strategy, which aims to support key voices in sport, business, tech, and entertainment. Partners will receive dedicated support for platform management, content creation, distribution, and user engagement to drive audience and revenue growth. For Burnley FC, the long-term partnership is expected to enhance fan engagement through prominent branding and digital activations, as the club prepares for its return to the Premier League for the 2025/26 season.
Alan Pace, Burnley FC Chairman, said, “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. 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, X Corporation’s UK Managing Director, added, “We’re very proud to partner with Burnley in this multiyear deal which includes our first ever UK X Originals series. 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 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 engagement for clubs and teams into the future.”
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