BURNLEY FC AND X CORPORATION ANNOUNCE FIRST-OF-A-KIND STRATEGIC MULTI-YEAR PARTNERSHIP

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X and Burnley FC announce strategic multi-year commercial partnership

2025-07-18T07:00:00.000Z

BURNLEY FC AND X CORPORATION ANNOUNCE FIRST-OF-A-KIND STRATEGIC MULTI-YEAR PARTNERSHIP

X and Burnley FC announce strategic multi-year commercial partnership

2025-07-18T07:00:00.000Z

X and Burnley FC announce strategic multi-year commercial partnership

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 will work together to deliver world-class fan engagement, content and brand amplification, while leveraging X-powered campaigns and creators as Burnley return to the Premier League for the 2025/26 season.

The Club will work closely with the platform to produce the first ever X Originals content series in the UK, which 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 unprecedented 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 amplification of exclusive short-form content on the X platform.

Burnley FC currently services 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.

Alan Pace has also held an active presence on X since becoming Club Chairman in 2020, communicating with fans directly via his @AlanPaceBFC handle.

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.

For Burnley FC, the long-term X partnership will drive authentic fan engagement through prominent branding and digital activations, creating a new era of football fandom.

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 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.“