The deal sees X become Burnley’s first “strategic digital platform partner”, with plans for a 20-part behind-the-scenes series to be released throughout the season.
Burnley, who have over 820,000 followers on X, said in a statement that the partnership aims to deliver "world-class fan engagement, content and brand amplification".
Club chairman Alan Pace said: "Whether it be our now world-famous transfer reveal videos, or our incredible end-of-season dressing-room celebrations, X has been home to some of our most popular and engaging social content.
"Community is at the heart of everything that we do, so partnering with X enables us to expand that community even further and bring our passionate fanbase closer together."
Yet the decision to strike a partnership with X comes at a time when many are distancing themselves from the platform.
Since Musk’s takeover in 2022, X has faced an exodus of advertisers, widespread criticism, and the departure of some high-profile users.
The Guardian noted "the often disturbing content promoted or found on the platform, including far-right conspiracy theories and racism", contributed to their leaving of X in 2024.
Several football clubs, including St. Pauli, Werder Bremen, Valencia and Barcelona Femení, have expanded their presence on rival platforms, such as Bluesky and Threads, amid concerns.