The Work

In June 2024, Connect FC brokered a global partnership between Burnley FC and Visit Detroit.

​

The three year contract encompases a series of collaborative initiatives, including cultural exchanges, joint events, and digital campaigns aimed at highlighting the shared heritage, values, and futures of the two organisations.

​

The tourism board’s logo featured as the Clarets’ main shirt sponsor during the team’s US pre-season competition in Cary, North Carolina, which featured 48 clubs, including Bayern Munich, Borussia Dortmund, and Inter Milan. 

​

Visit Detroit will additionally serve as Burnley’s travelwear partner through the deal, which includes brand visibility and experiences.

​

Former American Football star JJ Watt, a Burnley shareholder, posted video of his involvement in the tournament to his 5.6 million followers. He and his wife,  Kealia, a former USA international, and YouTube stars Dude Perfect have added their support and their social media platforms to the initiative.

​

Visit Detroit’s sponsorship will run to seven figures by the end of the three year term. The cost of the sponsorship year-to-year depends on the league Burnley plays in for each of the three seasons.

​

The sponsorship includes Visit Detroit-branded warmup kit and sportswear sold in merchandise stores, a Detroit-specific design on the Turf Moor tunnel with Visit Detroit branding, advertisements on the sideline and stadium videoboards during matches, and sponsored social media posts.

​

Visit Detroit CEO Claude Molinari said, “As opposed to sprinkling it around like ‘a little bit over here, a little bit over there’ kind of sponsorship, we said let’s really do something that’s going to make a big difference, that we can say is going to make a splash. Our logo will be seen by hundreds of millions.”

 

Marcus Mellor, Head of Commerical at Burnley FC, added, “Football transcends geographical boundaries, and I’m pleased that through this collaboration we can strengthen our ties with U.S. communities and fly the Clarets flag stateside as we celebrate the passion for the beautiful game.”