Burnley FC team up with X

Burnley Football Club have announced a “first-of-a-kind” strategic partnership with X Corporation.

As per the multi-year agreement, the Elon Musk-founded successor to Twitter, Inc. becomes the English club’s first-ever Strategic Digital Platform Partner. The partnership will see X work towards increasing authentic fan engagement via branding and digital activations.

X will create an exclusive X Originals content series, showcasing behind-the-scenes footage featuring Burnley players, staff, and other club members at Turf Moor (the club’s home ground), as well as at the training ground and in the dressing room.

Additionally, X will work on fan engagement activities and amplify the club’s content and brand image through several digital campaigns.

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Alan Pace, Chairman, Burnley FC, commented:

“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, UK Managing Director, X Corporation, 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.”