BURNLEY FC AND X ANNOUNCE STRATEGIC BRAND PARTNERSHIP WITH SURE FOR MEN FOR FIRST UK X ORIGINAL SERIES

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Sure For Men to be the exclusive sponsor of Burnley FC’s Keeping The Faith

2025-09-19T11:00:00.000Z

BURNLEY FC AND X ANNOUNCE STRATEGIC BRAND PARTNERSHIP WITH SURE FOR MEN FOR FIRST UK X ORIGINAL SERIES

Sure For Men to be the exclusive sponsor of Burnley FC’s Keeping The Faith

2025-09-19T11:00:00.000Z

Sure For Men to be the exclusive sponsor of Burnley FC’s Keeping The Faith

Burnley FC and X today announced a landmark brand partnership with Sure For Men to become the exclusive sponsor of Keeping The Faith, the first-ever X Originals content series commissioned in the UK.

This strategic collaboration taps into X's unparalleled real-time mass engagement capabilities to foster deeper connections between the players, the club and fans, while driving new audiences to Burnley FC, as the Clarets prepare for and tackle their 2025/26 Premier League campaign.

The partnership marks a new era of sports marketing, fan and brand engagement, deepened by the global reach of X’s half a billion monthly active users - and 10 million daily active users in the UK alone - where opportunities for live dialogue and reactions to authentic, behind-the-scenes content from the training ground, to the dressing room and beyond, drive loyalty and digital community.

By integrating Sure For Men into the series through targeted product placement, and additional sponsorship rights including in-ground digital-board branding at Turf Moor and matchday kit branding rights, Sure For Men gains exclusive visibility to a global audience of passionate fans of the beautiful game. This innovative model not only amplifies brand reach but also creates measurable engagement metrics, enabling sponsors to connect directly with fans during key moments of the season, from match preparations to personal player stories.

Keeping The Faith launches exclusively on X this month via @XOriginals and @BurnleyOfficial. Dropping fortnightly on Thursdays, the 20-part series offers brand partners like Sure For Men a unique platform for immersive storytelling, blending high-profile brand alignment with organic fan interactions to enhance brand affinity in the competitive Premier League space.

The first episode features exclusive footage of Chairman Alan Pace, Head Coach Scott Parker, and star summer signing Kyle Walker as they gear up for the season opener. Viewers will gain unprecedented access to the inner workings of a Premier League club, including behind-the-scenes at the training ground, Turf Moor, and the dressing room.

Additional highlights include summer recruit Loum Tchaouna settling into his new life in Burnley, becoming neighbours with teammate Maxime Estève – and a heartfelt look at Clarets legend Ashley Barnes enjoying family time while reflecting on his post-playing career.

This UK-first content series follows the success of previous X Originals series with 27 shows now commissioned across the US, Japan, Europe and MENA regions, spanning sport, popular culture, business and finance. Other recent commissions include Serena and Venus Williams’ Stockton Street, NFL Top 100 and Inside The NFL.

Chris Barron, General Manager, Personal Care UK&I said: “This is a fantastic opportunity to join Burnley FC on their journey, positioning our brand at the heart of sporting storytelling. It allows us to engage fans in meaningful ways, driving desire at scale through culturally relevant content and innovative partnerships.”

James Holroyd, CEO, Burnley FC added: “This partnership is a landmark for Burnley Football Club. ‘Keeping The Faith’ gives us the chance to share the real, behind-the-scenes story of our club in a way that is authentic, far-reaching, and engaging. Working with Sure For Men and X provides the platform to connect with millions of fans worldwide while highlighting the ambition and spirit that define Burnley. It reflects our commitment to opening up the club and engaging with audiences in new and meaningful ways. We are excited to be working with X and Sure For Men on this unique and innovative partnership.”

Jonathan Lewis, UK Managing Director, X said: “Our partnership with Burnley FC and Sure For Men represents a significant step forward for our business in the UK combining real-time, authentic fan engagement, innovative storytelling, premium original content, and brand integration at scale.

“Keeping The Faith” is not only our first X Originals series in this market, but a powerful example of how we’re helping brands, clubs and teams connect with audiences in deeper, more meaningful ways. Football is one of the most culturally unifying forces in the world, and this collaboration showcases how X can be the home for that shared experience - on the pitch, in the stands, and on your timeline.”

First episode of Keeping The Faith available HERE.