Burnley FC, the newly promoted Premier League (PL) outfit, have secured a new sponsorship deal with X Corporation (formerly Twitter), the popular social media website.
With this deal, the social media platform has become the first strategic digital platform partner of the Clarets. Burnley FC and X will collaborate to produce outstanding fan interaction, content, and brand amplification, utilising X-powered campaigns and creators, when Burnley return to the Premier League in 2025-26.
Furthermore, Burnley FC will debut the UK’s first-ever X Originals multimedia series, providing fans with exclusive behind-the-scenes access to players, staff, and matchday moments throughout season. The 20-episode series will air every two weeks and builds on the global success of X Originals programs starring Serena and Venus Williams, as well as the NFL Top 100.
In addition, the alliance plans to extend into live streaming options, providing numerous appointments-to-view to offer fans with unique insight, as well as amplification of exclusive short-form content on the X platform.
Burnley FC presently has over 820,000 active followers and has generated several popular moments on X, including its distinctive, hilarious transfer announcement films. Recently, the Club earned global exposure through viral content marketing, with a video featuring Natasha Bedingfield singing Unwritten with the men’s first squad reaching over 10 million views globally.
This collaboration is part of X’s new UK Strategy to promote major voices in sport, business, technology, and entertainment, which was announced at the platform’s recent X: The Next Chapter advertiser event last month. A specialised staff will assist partners with X platform administration, content production, distribution, and user interaction, resulting in considerable audience and revenue growth.
Burnley FC’s long-term X collaboration will generate true fan involvement through visible branding and digital activations, ushering in 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, said, “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.“
