Burnley have been having a season to forget in the Premier League. The newly promoted club is languishing in 19th with just 10 points from 16 games. However, it wasn’t their torrid performance that was the topic of conversation this weekend.
During their recent match against Fulham, fans on social media noticed a huge hoarding in the manager’s dugout below the Bob Lord Stand promoting X (formerly Twitter), which got them wondering if the Clarets have a sponsorship deal with X.
The answer to that is a yes, X is indeed the Strategic Digital Platform Partner of Burnley. Before the start of the 2025/26 season, Burnley became the first English top-flight club to sign a first-of-a-kind multi-year strategic partnership with X.
While the financial terms of the deal haven’t been disclosed publicly, what we know is that, as a part of this deal, X will be producing a 20-part X Originals content series throughout the season, featuring various interviews with the players, manager, coaches, and executives.
Moreover, the fans will also get to catch behind-the-scenes glimpses from the dressing room, training ground, and the stadium.
Does X sponsor the Burnley dugouts? 🤣 pic.twitter.com/duXjYn0VXH
— Nathan Salt (@NathSalt1) December 13, 2025
Introducing the UK’s first *ever* @XOriginals series: Keeping the Faith
— Burnley FC (@BurnleyOfficial) September 10, 2025
Come behind the scenes on our return to the Premier League across the 2025/26 season 👀
Launching tomorrow at 16:00 BST exclusively on our X channel ⏳ pic.twitter.com/dkTcm6Kx8F
The club is expecting the long-term X partnership to drive authentic fan engagement through digital activations and prominent branding to help usher in a new era of football fandom.
In his statement, Burnley chairman Alan Pace was delighted to partner with X and usher in a new era for the Clarets.
“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.”
While it’ll take some time to find out whether the deal was a success or not, what we know for now is that the fans are not at all happy with their beloved club’s involvement with Elon Musk or X.
@UTCTom: As a Burnley fan, I am embarrassed.
@AlfieYounger16: More embarrassed about the performances tbf mate
@Ryanwact: I’d just be embarrassed to be a Burnley fan
@BaileyStan12: That’ll be why i keep getting ads for Burnley football club then
@Therealgjj: It’s the amount of points we will get this season in Roman numerals
@AnnaEraMUFC_: Its so random
@Justkeeprunnin: I don’t want a sponsor overriding our football identity, let alone a firm that’s owns by Elon Musk.
