Burnley FC is marking its return to the Premier League with a behind-the-scenes documentary series produced in partnership with Elon Musk’s X, the social media platform formerly known as Twitter. The deal is X’s first UK-based original and a major step in its effort to reposition itself as a media hub for real-time sports content.
The show, Keeping the Faith, will run throughout the 2024–2025 season with 20 episodes released every two weeks. Each episode will be 10 to 12 minutes long and offer a rolling, real-time look at Burnley’s Premier League campaign. This release model is a departure from traditional football documentaries that drop after the season ends.
The multi-year deal could also expand into live streaming, giving fans more immediate access to players, training, and club operations. Production is being handled by Adhoc Films.
The Burnley series is the first project under X’s new UK strategy called “X UK: A New Chapter.” Jonathan Lewis, X Corporation’s UK Managing Director, said the initiative aims to elevate voices across sports, business, entertainment, and tech. As part of the strategy, X will offer partners hands-on support with content production, platform management, and audience development.
Lewis described the Burnley partnership as a way to showcase how real-time engagement on X can help teams grow their reach, build stronger fan communities, and attract commercial support. It is also a signal to advertisers that the platform is investing in premium content after months of turbulence and brand safety concerns.
For Burnley, the move is part of a broader strategy to scale its digital presence. Club chairman Alan Pace emphasized Burnley’s history of strong fan engagement through social content, including viral transfer reveal videos and behind-the-scenes celebrations. He called the X partnership a key step in the club’s long-term plans to connect more deeply with fans and grow its global visibility.
Burnley was acquired by U.S.-based ALK Capital in 2021 for £170 million. Earlier this week, ALK expanded its multi-club model by purchasing a controlling stake in Spanish side Espanyol for £113 million.
The Take
This deal gives X a new test case in real-time sports content. The platform has launched Originals before in the U.S., Japan, and MENA, working with the NFL, WWE, and athletes like Serena and Venus Williams. However, Keeping the Faith is its first UK-based series and the first to follow a Premier League club throughout an active season.
The success of this project will likely determine whether X can compete with platforms like YouTube, Netflix, and Amazon when it comes to live and near-live sports programming. It also raises questions about how other clubs might react to one team receiving platform-level support and branded content exposure.
The stakes are high for both sides. Burnley gets an opportunity to grow its global brand. X gets a chance to show it can still deliver value to advertisers and partners by turning its social platform into a sports content destination.
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