Burnley Football Club and X Corporation have announced that X will become the Clarets’ first Strategic Digital Platform Partner.

As Burnley return to the Premier League for the 2025/26 season, the Club and X will team up to deliver top-level fan engagement, content, and brand exposure, using X’s tools, creators, and campaigns.

They will also launch the UK’s first-ever X Originals content series, offering exclusive behind-the-scenes access to Burnley’s players, coaches, and staff at the training ground, Turf Moor, and inside the dressing room throughout the season.

The Burnley FC X Originals series will debut early in the season, with 20 episodes released every two weeks. It will give fans a unique, real-time look into the Club’s Premier League journey.

This new UK series builds on the success of 18 other X Originals shows already launched in the US, Japan, and MENA, covering sports, culture, business, and finance. New series featuring Serena and Venus Williams and the NFL Top 100 will also premiere on X this summer.

The partnership will also explore live streaming, scheduled content drops, and exclusive short videos to give fans even more access through the X platform.

Alan Pace, Burnley FC Chairman, 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.

“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, X Corporation’s UK Managing Director added: “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.“