Burnley FC and X announce Sure For Men partnership

Burnley FC have announced a partnership with personal care brand Sure For Men in collaboration with X, the social media platform formerly known as Twitter.

Sure For Men thus becomes the exclusive sponsor of Keeping The Faith, an X Originals content series focusing on the Clarets.

The partnership will entail targeted product placement for Sure For Men into Keeping The Faith, as well as in-ground branding rights at the Burnley FC home ground, Turf Moor, and matchday kit branding rights.

Keeping The Faith is a 20-part series commissioned in the UK, with each episode being released on Thursdays on a fortnightly basis via the X handles @XOriginals and @BurnleyOfficial.

James Holroyd, CEO, Burnley FC, commented:

“This partnership is a landmark for Burnley Football Club. ‘Keeping The Faith’ gives us the chance to share the real, behind-the-scenes story of our club in a way that is authentic, far-reaching, and engaging. Working with Sure For Men and X provides the platform to connect with millions of fans worldwide while highlighting the ambition and spirit that define Burnley. It reflects our commitment to opening up the club and engaging with audiences in new and meaningful ways. We are excited to be working with X and Sure For Men on this unique and innovative partnership.”

Jonathan Lewis, UK Managing Director, X, added:

“Our partnership with Burnley FC and Sure For Men represents a significant step forward for our business in the UK combining real-time, authentic fan engagement, innovative storytelling, premium original content, and brand integration at scale. Keeping The Faith” is not only our first X Originals series in this market, but a powerful example of how we’re helping brands, clubs and teams connect with audiences in deeper, more meaningful ways. Football is one of the most culturally unifying forces in the world, and this collaboration showcases how X can be the home for that shared experience – on the pitch, in the stands, and on your timeline.”

Chris Barron, Unilever’s General Manager Personal Care UK&I, said:

“This is a fantastic opportunity to join Burnley FC on their journey, positioning our brand at the heart of sporting storytelling. It allows us to engage fans in meaningful ways, driving desire at scale through culturally relevant content and innovative partnerships.”