Groundbreaking Partnership
In a groundbreaking move, Burnley F.C. has established an innovative commercial partnership with X, the social media platform formerly known as Twitter, which is now under the ownership of Elon Musk, the world’s wealthiest individual. This collaboration marks a first for Premier League clubs, as Burnley prepares for its anticipated return to the top level of English football after a season in the Championship, having been promoted in 2024.
Engaging Content and Fan Experiences
The essence of this partnership involves both parties working to create engaging content and enhancing fan experiences, as articulated in their joint press release. Integral to this initiative is the launch of ‘X Originals’, a series of films capturing Burnley’s journey in their inaugural Premier League season. Touted to number 20 episodes, these films will range from 10 to 12 minutes in duration, with a bi-weekly release schedule. Similar endeavors have been aptly executed focusing on well-known athletes like the Williams sisters in tennis, highlighting the growing trend of sport-driven storytelling.
Additionally, discussions are in the pipeline about live-streaming Burnley’s pre-season games on the X platform. While the exact duration of the partnership remains unspecified, both Burnley and X have confirmed that it constitutes a “multi-year” agreement, which will persist even if the club experiences relegation again.
Vision and Goals
Jonathan Lewis, X Corporation’s managing director for the UK, emphasized the serendipitous nature of this collaboration, recounting a breakfast meeting with Burnley’s chairman, Alan Pace, where both demonstrated mutual understanding about their aspirations.
Lewis, who took on his position in February, is focused on developing collaborations, particularly in the realm of sports, given that football holds immense traction on X. Burnley’s promise of providing “unfiltered” access to their operations and a notable record of viral content on social media were significant draws for X. The club’s creative transfer announcement videos and events like singer Natasha Bedingfield’s surprise performance, which attracted over 10 million views, showcase their effective engagement with fans online.
The initiative aims not only at engaging Burnley supporters but also at captivating a broader football-loving audience. According to Lewis, the goal is to foster an engaging entertainment atmosphere through this collaboration. A dedicated team from X will manage the project, ensuring focused content creation and fostering user interaction to drive growth in audience numbers and revenue.
Behind-the-Scenes Content
Burnley’s foray into behind-the-scenes content isn’t new; they previously aired a documentary series, “Mission to Burnley,” on Sky Sports and continued documenting their evolution last season, hoping to resonate with a global audience. Lewis notes X has over 600 million active users monthly, providing ample opportunity to reach new fans effectively. Traditionally, football clubs have produced their own behind-the-scenes series, with notable examples like “Welcome to Wrexham” and “Sunderland ’Til I Die,” which have garnered attention on streaming platforms. Unlike those retrospective formats, Burnley’s X Originals will offer real-time storytelling throughout the season, providing an authentic glimpse into the club and its locality.
Players and club personnel have become increasingly accustomed to cameras following their daily activities, offering them autonomy over how their personal narratives are portrayed. This invites viewers to witness the nuanced realities of professional football, including candid discussions and transfers. Pace expresses his vision of transparency by stating they intend to provide fans with an inside look at previously hidden aspects of club operations.
Addressing Social Media Challenges
As X seeks to engage positively with the public, the platform has faced scrutiny since Musk’s acquisition in 2022. The site has been criticized for fostering a politicized environment and alleged inadequacies in combating hate speech and misinformation. This scrutiny is particularly poignant within the football community, where players frequently face online abuse. A report from the Professional Footballers’ Association (PFA) noted alarming levels of online harassment, prompting significant stakeholders in English football, including Burnley, to participate in social media blackouts as a form of protest against the abuse.
Despite the challenges, Lewis aims to leverage this partnership to promote positive engagement on X, aspiring to reshape the narrative around the platform. Pace acknowledges the complexities surrounding social media abuse but believes in the necessity for internal change. He posits that by presenting a stream of positive narratives and fostering inclusivity, they can transform perceptions and culture.
Conclusion
This collaboration is seen as a pivotal step not only for Burnley but for the wider football community, promoting a healthier digital landscape while enriching the experience for fans.
