July 21 – Burnley, returning to the Premier League this season after a year in the EFL Championship, have struck a multi-year deal with social media giant X, becoming 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.”
At the centre of 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 play, 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.”
Contact the writer of this story, Harry Ewing, at moc.l1753117901labto1753117901ofdlr1753117901owedi1753117901sni@g1753117901niwe.1753117901yrrah1753117901