Burnley FC Partners with X to Launch UK’s First “X Originals” Football Series

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Burnley FC has inked a multi‑year strategic partnership with social media platform X Corp (formerly Twitter), marking a groundbreaking pivot to digital engagement for the newly promoted Premier League club. Under the collaboration, Burnley will become the first club in the UK to launch an exclusive X Originals documentary series—offering fans insider access throughout the 2025‑26 season.

This decision reflects a broader sport-marketing shift: fans crave authentic narratives and emotional resonance over conventional sponsorship messaging. Burnley’s chairman Alan Pace emphasised that the club’s viral identity on X, with witty transfer reveals and social-first storytelling, made the partnership a natural fit. Recent warning about their famous announcement films, including a viral video featuring Natasha Bedingfield’s “Unwritten”, underscores the club’s digital-savvy approach.

The 20-episode series will launch early in the season, dropping new content every two weeks. It promises intimate stories from behind the scenes—covering training ground moments, match preparations, and life inside the dressing room at Turf Moor. This is a significant first in the UK content sphere for X Originals, following successful editions starring Serena Williams and NFL franchises in other regions.

Industry analysts view the move as a smart way for clubs to monetize and nurture global fandom. With Burnley’s social following in excess of 820,000 and digital engagement routinely exceeding 10 million views per video, the collaboration brings monetization potential and loyalty-building scale.

Burnley’s X Originals series is not just content—it’s a brand-defining strategy. As clubs compete for attention in crowded sports media space, embracing ownership of storytelling and social platforms may become a new benchmark in football marketing.