Burnley Football Club and X Corporation have recently announced a groundbreaking partnership, marking the first time the social media platform has become a strategic digital partner of a UK football club. This collaboration is set to revolutionize fan engagement, content creation, and brand amplification as Burnley FC makes its return to the Premier League for the 2025/26 season.
The partnership between Burnley FC and X Corporation will be spearheaded by Jonathan Lewis, X Corporation’s UK managing director. Their shared goal is to deliver an enhanced fan experience through engaging content that captures behind-the-scenes moments at Turf Moor - home ground of Burnley FC.
Introducing the first UK original series on X
As part of this innovative collaboration, Ad Hoc Films will produce the first-ever 'X Originals' content series in the UK titled "Mission to Burnley". This exclusive series will provide fans with unprecedented access into the lives of their favourite players, staff members, and leaders throughout the season.
Launching early in 2025/26 season with 20 episodes released fortnightly, fans can follow along as they get an insider's view into what it takes to compete in one of football's most prestigious leagues.
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.''
This pioneering series follows on from successful 'X Originals' shows commissioned across US, Japan and MENA regions – including popular sports-based series featuring tennis legends Serena & Venus Williams as well as NFL Top 100.
Expanding horizons
In addition to creating original content for fans worldwide, this partnership also aims at exploring live streaming opportunities on X platform. These live streams would offer unparalleled insights into match days while providing exclusive short-form content for viewers around the globe. This strategic alliance forms part of a broader initiative by X Corporation to support key voices in Sport, Business, Tech, and Entertainment across the UK. The platform aims to provide partners with comprehensive support in managing their presence on X, creating engaging content, distributing it effectively and driving user engagement for significant audience and revenue growth.
Burnley FC has already made a name for itself on social media platforms with over 820k active followers. The club's unique comedic transfer announcement videos have gone viral multiple times. Recently, a video featuring Natasha Bedingfield singing 'Unwritten' alongside the men’s first team received global recognition with more than 10 million views worldwide.
Club Chairman Alan Pace has been actively communicating with fans via his @AlanPaceBFC handle since he took up his role in 2020. He believes that this partnership will help expand their community further while bringing passionate fans closer together and increasing visibility among new digital audiences. This strategic partnership between Burnley FC and X Corporation is set to redefine fan engagement by providing exclusive behind-the-scenes content while exploring new avenues like live streaming opportunities.
