Weekly series will go behind the scenes at the Premier League club for social media platform X

Burnley Sure For Men X Original Scott Parker

Premier League side Burnley and Sure For Men have partnered to produce Keeping The Faith, the X Original commissioned in the UK. 

Episodes of the 20-part docuseries will be released every Thursday, going behind-the-scenes at the club during its return to the Premier League. The first episode features exclusive footage of chairman Alan Pace, head coach Scott Parker, and summer signing Kyle Walker as they gear up for the season opener. 

There will also be behind-the-scenes at the training ground, Turf Moor, and the dressing room. Additional highlights include summer recruit Loum Tchaouna settling into his new life in Burnley, becoming neighbours with teammate Maxime Estève – and a heartfelt look at Clarets legend Ashley Barnes enjoying family time while reflecting on his post-playing career. 

Sure For Men is integrated into the series through product placement. It also has additional sponsorship rights including in-ground digital-board branding at Turf Moor and matchday kit branding rights. 

While this is the first UK commission for X Originals, it now has 27 shows across the US, Japan, Europe and MENA. Other commissions include Serena and Venus Williams’ Stockton Street , NFL Top 100 and Inside The NFL, with popular culture, business and finance also covered. 

You can watch the first episode of Keeping The Faith below. 

Chris Barron, general manager of Personal Care UK&I, said: “This is a fantastic opportunity to join Burnley FC on their journey, positioning our brand at the heart of sporting storytelling. It allows us to engage fans in meaningful ways, driving desire at scale through culturally relevant content and innovative partnerships.”

James Holroyd, CEO, Burnley FC added : “This partnership is a landmark for Burnley Football Club. ‘Keeping The Faith’ gives us the chance to share the real, behind-the-scenes story of our club in a way that is authentic, far-reaching, and engaging. 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. It reflects our commitment to opening up the club and engaging with audiences in new and meaningful ways. We are excited to be working with X and Sure For Men on this unique and innovative partnership.”

Jonathan Lewis, UK managing director, X said : “Our partnership with Burnley FC and Sure For Men represents a significant step forward for our business in the UK combining real-time, authentic fan engagement, innovative storytelling, premium original content, and brand integration at scale.

“Keeping The Faith is not only our first X Originals series in this market, but a powerful example of how we’re helping brands, clubs and teams connect with audiences in deeper, more meaningful ways. 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.”