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Burnley link up with X

Burnley have become the first Premier League club to launch a formal commercial partnership with X.  The social media platform, owned by the world’s richest man, Elon Musk, and formerly known as Twitter, is becoming Burnley’s first ‘strategic digital platform partner’ as they prepare for their return to the top flight.

The agreement will see X and Burnley work together to produce content and, according to their press release, “deliver world-class fan engagement, content and brand amplification”.

A key component is the production of a series of ‘X Originals’ films, which will chronicle the club’s first season back in the Premier League following relegation in 2024. There will be 20 episodes, each between 10 and 12 minutes, with one released every fortnight. Similar films have been commissioned for tennis stars Serena and Venus Williams and the NFL this summer.

X is keen to use this partnership and its associated content to engage the “fandom audience”. It hopes to appeal to not only Burnley fans but the wider football fanbase as well.

Many clubs have their own behind-the-scenes shows, including Welcome to Wrexham and Sunderland ‘Til I Die, which have been successful on Disney+ and Netflix. Manchester City, Tottenham Hotspur and Arsenal have been filmed by Amazon for Prime Video’s All Or Nothing series,.

The key difference is that Burnley’s X Originals documentary will be produced in close to real-time across the season rather than retrospectively. The plan is to tell the story not just of the campaign but of the town and the club off the field.

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