Burnley, the newly-promoted English Premier League soccer club, have today brought X Corporation on board as their strategic digital platform partner.
In what is described as a “first-of-a-kind” partnership, the multi-year agreement represents the first such tie-up with a Premier League side for the social media heavyweight.
Go deeper with GlobalData
The partnership will be primarily focused on content collaboration, as well as fan engagement and “brand amplification” as Burnley return to the English top-flight for the 2025-26 season.
The Lancashire club will work closely with the platform to produce the first-ever X Originals content series in the UK, which will exclusively feature Burnley’s first-team players, staff, and executives 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 released fortnightly.
This marks the debut of the X Originals content series in the UK, with editions previously launched in the US, Japan, and the Middle East and North Africa. X recently announced it will release series' with tennis superstars Serena and Venus Williams, and the NFL Top 100 this summer.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataAdditionally, Burnley’s partnership with the platform is set to expand into live streaming opportunities, alongside exclusive short-form content on the X platform.
Burnley currently have more than 820,000 active followers on social media.
This partnership forms part of a new UK Strategy for X to collaborate with organisations in the sport, business, tech, and entertainment sectors and provide support on X platform management, content creation, distribution, and user engagement “to drive significant audience and revenue growth.”
Burnley are seeking to use the long-term X partnership to “drive authentic fan engagement through prominent branding and digital activations.”
Alan Pace, Burnley FC chair, has 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.
“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.”
Burnley’s opening game back in the Premier League will be against Tottenham Hotspur on August 16.
Earlier this week, the club's owners, ALK Capital, announced a deal to take over top-tier Spanish team Espanyol.
ALK's sports investment arm, Velocity Sport Limited, will become the majority shareholder at Espanyol. The club's previous owners, the Rastar Group from China (who took over in 2015), will still remain involved at the club, however, and the two teams will retain independence from each other.
