Football General Manager
- Clarets back in the Premier League
- Famed for creative transfer announcements
- Giving fans a look behind the scenes
The Clarets, who are heading back to the Premier League after securing promotion out of the Championship last season, have teamed up with X. A multi-year partnership has been confirmed as Burnley join forces with their first “strategic digital platform partner”.
Plans are in place for a 20-episode documentary that will give fans a look behind the scenes at Burnley’s training ground. The series is reportedly set to launch early in the 2025-26 campaign through fortnightly releases, with live streams also being hinted at.
This will be the first X Originals series filmed in the UK and represents a groundbreaking deal for Premier League clubs. Burnley chairman Alan Pace told the club’s official website: “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.
“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.”
X Originals have previously worked with tennis legends Serena and Venus and Serena Williams, as well as the NFL. Burnley have already made a splash on social media with their creative transfer announcements – with England international Walker featuring in one of those following his summer move from Manchester City.
The Clarets also boast ties to American football legend JJ Watt and his ex-USWNT star wife Kealia, as they hold a minority stake in the club, and have become the latest team to join Ryan Reynolds, Rob McElhenney, Tom Brady, Wrexham and Birmingham in the world of documentaries.
