Burnley FC Signs Multi-Year Digital Deal with Elon Musk's X

Burnley Football Club has entered a multi-year strategic partnership with Elon Musk’s social media platform X, marking the first such deal between X and a Premier League club. This collaboration will produce the UK's first X Originals content series, featuring 20 episodes released fortnightly throughout the 2025/26 Premier League season, offering fans behind-the-scenes access to players, staff, and club activities at Turf Moor. The partnership aims to enhance fan engagement through exclusive content, potential live streaming of pre-season games, and amplified digital activations. Burnley chairman Alan Pace emphasized the club's commitment to community and fan connection, highlighting X as a platform for some of their most popular social content, such as viral transfer announcements. Jonathan Lewis, X UK managing director, noted the alignment of visions between X and Burnley to bring the club's passionate fanbase to life on the platform as they chase success in the Premier League. The deal reflects X’s broader UK strategy to support key voices in sport and underscores Burnley’s innovative approach to digital fan engagement as they return to top-flight football.