Burnley Football Club and X Corporation have announced that the social media platform is set to become the first strategic digital platform partner of the Clarets.
Burnley FC and X, led in the UK by Jonathan Lewis, X Corporation’s UK managing director, will work together to deliver fan engagement, content and brand amplification, as Burnley returns to the Premier League for the 2025/26 season.
The Club will work closely with the platform to make the first X Originals content series in the UK, produced by Ad Hoc Films (Mission to Burnley for Sky). It will exclusively capture Burnley’s first-team players, staff and leaders behind the scenes at the training ground, Turf Moor and inside the dressing room throughout the season.
The Burnley FC X Originals series will launch early in the season and see 20 episodes drop fortnightly to give fans access to follow a Premier League season behind the scenes, in real time, as the campaign progresses.
This UK-first content series follows the success of previous X Originals series with 18 shows now commissioned in the US, Japan and MENA, spanning sport, popular culture, business and finance – including the latest series announcements with tennis superstars Serena and Venus Williams, and the NFL Top 100, both debuting on X this summer.
Additionally, the partnership is set to expand into live streaming opportunities, creating various appointments-to-view to provide unparalleled insight for fans, alongside exclusive short-form content on the X platform.
This partnership forms part of a new UK Strategy for X to support key voices in Sport, Business, Tech, and Entertainment, launched at the platform’s recent X: The Next Chapter advertiser event last month. Partners will receive support from a dedicated team on X platform management, content creation, distribution, and user engagement to drive significant audience and revenue growth.
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 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.“
Burnley FC currently has more than 820k active followers and has also delivered multiple viral moments on X such as its unique, comedic transfer announcement videos. Recently the Club also achieved global recognition with its viral content marketing moment with a video of Natasha Bedingfield singing Unwritten with the men’s first team receiving more than 10m views worldwide.
Burnley FC Chairman Alan Pace has also held an active presence on X since becoming Club Chairman in 2020, communicating with fans directly via his @AlanPaceBFC handle.
Alan Pace said: “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.
Pippa Considine
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