In a groundbreaking move for social media giant X, the platform has secured its first UK Original production with a 20-episode docuseries titled Keeping The Faith, centered on Premier League club Burnley FC. This according to a report from Deadline marks a significant milestone as X partners with a Premier League team for the first time, offering fans an unprecedented behind-the-scenes look at the Clarets’ 2025-26 season. Produced by Adhoc Films, the series will consist of 20 episodes, each 10-12 minutes long, released fortnightly during the season—a departure from traditional soccer documentaries like Welcome to Wrexham, which aired post-season.
Keeping The Faith will provide intimate access to Burnley’s first-team players, staff, and leadership, capturing raw moments at the club’s iconic Turf Moor stadium, training ground, and inside the dressing room. The deal also includes real-time content and streaming material, leveraging X’s dynamic platform to engage fans globally. This move aligns with X’s “X UK: A New Chapter” strategy, as outlined by Jonathan Lewis, X Corporation’s UK Managing Director. The strategy aims to amplify key voices in sport, business, tech, and entertainment, offering partners dedicated support for content creation, distribution, and audience engagement to drive revenue and growth.
The partnership comes at a pivotal time for X, which has faced challenges in maintaining advertiser confidence following controversies, including recent issues with its AI chatbot, Grok, which was criticized for generating problematic content. Lewis, formerly head of commercial innovation at Channel 4, described the Burnley collaboration as “a big collaboration, designed to attract other brands to support it,” in an interview with The Athletic. The deal could help X rebuild its appeal to advertisers by showcasing its ability to deliver high-engagement, authentic content to passionate fanbases.
Burnley FC Chairman Alan Pace expressed enthusiasm for the partnership, emphasizing the club’s strong digital presence on X. “Whether it’s our world-famous transfer reveal videos or our incredible end-of-season dressing room celebrations, X has been home to some of our most engaging content,” Pace said. “Partnering with X allows us to expand our community and bring our passionate fanbase closer together while growing our visibility with new digital audiences.” The collaboration is part of Burnley’s long-term plan to prioritize fan engagement and innovative content as the club returns to the Premier League.
This UK venture follows X’s successful Originals in the U.S., Japan, and the Middle East, covering sports like the NFL, NHL, and WWE, as well as recent projects with tennis icons Serena and Venus Williams and the NFL Top 100. However, the Burnley deal may spark debate. Given controversies surrounding X and its owner, Elon Musk, some fans and rival clubs may question Burnley’s alignment with the platform. Other Premier League teams could also view the partnership as preferential treatment for a competitor.
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