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![TheAthleticFC Avatar](https://lunarcrush.com/gi/w:24/cr:twitter::970939705629069312.png) The Athletic | Football [@TheAthleticFC](/creator/twitter/TheAthleticFC) on x 1M followers
Created: 2025-07-18 07:01:30 UTC

Burnley have become the first Premier League club to enter a formal commercial partnership with X.

It’s a unique deal — but also a potentially controversial one.

This is how it came about and why it could be divisive.

@adjones_journo


XXXXXX engagements

![Engagements Line Chart](https://lunarcrush.com/gi/w:600/p:tweet::1946103015808868779/c:line.svg)

**Related Topics**
[premier league](/topic/premier-league)

[Post Link](https://x.com/TheAthleticFC/status/1946103015808868779)