When Burnley announced its return to the Premier League this summer, few expected one of its boldest moves to come off the pitch. The club has partnered with X Originals to launch Keeping The Faith, a 20-part behind-the-scenes docuseries offering unprecedented access to Burnley’s inner workings.
This isn’t just another fly-on-the-wall football documentary. It is the first X Original content commission in the UK—a significant milestone that positions Burnley not just as a football club, but as a test case for how platforms and teams collaborate in the era of always-on storytelling.
Why X, and Why Now?
The series features chairman Alan Pace, head coach Scott Parker, summer signings, and candid insights into dressing-room culture and training-ground routines. With more than 14.4 million views already reported, Burnley has succeeded in cutting through a crowded football media landscape.
For Burnley, the decision was framed as strategic: “Working with Sure For Men and X provides the platform to connect with millions of fans worldwide while highlighting the ambition and spirit that define Burnley,” said James Holroyd, the club’s CEO.
Jonathan Lewis, UK managing director at X, echoed the sentiment: “Football is one of the most culturally unifying forces in the world, and this collaboration showcases how X can be the home for that shared experience—on the pitch, in the stands, and on your timeline.”
The Platform Debate: X vs. YouTube
Skeptics have asked whether YouTube, with its dominance in long-form football content, would have been a more natural fit. YouTube offers built-in search, algorithmic discovery, and a proven home for football creators.
But by choosing X, Burnley gains something different: first-mover advantage. Being the first football club to headline an X Original gives the project a unique visibility. It makes Burnley the “case study” for how football storytelling can live within the fast-scroll culture of X, where timelines, conversation, and immediacy drive audience engagement.
The gamble is clear: if the series sustains momentum, Burnley will have secured cultural capital far beyond what a mid-table Premier League club might normally command.
Why Building a Brand Off the Field Matters?
For modern clubs, the pitch is no longer the only arena that counts. Here’s why off-the-field brand building is non-negotiable:
- Fan Multiplication Beyond Geography
Clubs can no longer rely solely on match-going fans. Digital-first content allows Burnley to turn a town of 80,000 into a global fanbase. - Commercial Value Through Storytelling
Sponsors don’t just want logos on shirts. They want stories, narratives, and cultural relevance. A docuseries gives partners like Sure For Men a platform embedded in everyday fan conversation. - Resilience Against On-Field Performance
Clubs rise and fall in leagues, but strong off-field storytelling insulates brand value against poor results. Even relegated clubs can maintain global relevance if their narratives remain compelling. - Talent Attraction and Retention
Players, coaches, and staff want to be part of organisations that feel modern, global, and ambitious. Showcasing the club’s culture through media helps recruitment. - Owning the Direct-to-Fan Relationship
Platforms like X are intermediaries, but the ultimate aim should be driving fans into owned ecosystems—apps, memberships, data platforms—where engagement translates to revenue.
Burnley’s decision to partner with X Originals is a bold experiment. It positions the club not just as a football story, but as a media pioneer. Whether the gamble pays off depends less on short-term view counts and more on whether Burnley uses this series as a foundation to build enduring off-field brand equity.
The Premier League may be won on the pitch, but the future of football’s value will be decided off it—on screens, in feeds, and through stories.
The real question isn’t whether Burnley chose the right platform. It’s this: what platform are you building your story on?
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IMAGE: PA Media
