Burnley FC and X have partnered in a deal that will see the social media platform produce its first X Originals content series in the UK.
The series will exclusively capture first-team players, staff and leaders behind the scenes at the training ground, Turf Moor and inside the dressing room throughout the season after the Clarets returned to the Premier League.
It will launch early in the 2025-26 season and will see 20 fortnightly episodes drop, giving fans access to the goings-on at an elite-level football club.
The duo will also look to deliver world-class fan engagement, content and brand amplification, while leveraging X-powered campaigns and creators.
The X Originals 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.
This includes the latest series announcements with tennis stars Serena and Venus Williams and the NFL Top 100, both debuting on X this summer.
The partnership is also set to expand into live streaming opportunities, servicing the club’s 820,000 active X followers.
It comes after the club’s previous transfer announcements of incomings including Nathan Redmond, Jordan Beyer and Wout Weghorst, which all rose to popularity on various social media platforms.
“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,” said Alan Pace, Burnley FC chairman.
“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.”