Burnley FC Partners with X Corporation in Multi-Year Strategic Digital Content Agreement.

Roger Hampel

Photo: Burnley FC

Burnley Football Club has announced a multi-year strategic partnership with X Corporation, the social media platform formerly known as Twitter. Under the agreement, X becomes Burnley’s first-ever Strategic Digital Platform Partner, as the club prepares for its return to the Premier League in the 2025/26 season.

The collaboration is designed to strengthen Burnley’s digital footprint through original content, fan engagement initiatives, and branded storytelling, including the launch of the first X Originals content series in the UK focused on a professional football club.

UK-First Content Series and Platform Integration

A central element of the agreement is the development of a new X Originals documentary series, which will follow Burnley’s 2025/26 season. The show will feature behind-the-scenes access to first-team players, staff, training sessions, Turf Moor, and the dressing room throughout the campaign.

The 20-episode series will be released fortnightly on the X platform, providing fans with real-time, serialized content—a format that has already been tested in the U.S., Japan, and MENA through X’s other originals, including recent projects featuring Serena and Venus Williams and the NFL Top 100.

Expanding Burnley’s Digital Strategy Burnley FC X

Burnley FC currently boasts over 820,000 active followers on X, and has built a reputation for viral social media content, including creative player announcement videos and the globally viewed Natasha Bedingfield “Unwritten” locker room clip, which reached more than 10 million views.

Through this partnership, Burnley expects to increase its digital engagement and grow international visibility. The deal also includes branding, short-form content promotion, and future live streaming initiatives, positioning Burnley as a case study in club-led digital storytelling.

“This partnership is part of our long-term plan,” said Alan Pace, Burnley Chairman. “Content and fan engagement are now central to how we build community and reach new audiences.”

Part of X’s UK Expansion Strategy

For X Corporation, the partnership marks the launch of its “X UK: A New Chapter” strategy, introduced last month during its advertiser summit. As part of this initiative, X aims to deepen collaboration with clubs, creators, and brands in sport, business, tech, and entertainment.

“This partnership showcases how X’s real-time engagement can support clubs in transforming sports fandom,” said Jonathan Lewis, Managing Director of X UK.

X has committed dedicated resources to support Burnley with content creation, distribution, platform management, and engagement tools—with the aim of turning social media activity into measurable audience and revenue growth.