When Burnley FC made its return to the Premier League in 2023, fans around the world were watching and, more importantly, travelling.

Since partnering with Seat Unique in June that year, the club has seen significant overseas demand for premium matchday experiences. Approximately a third of all premium bookings made through the platform now come from fans outside the UK. The US alone accounts for one in ten sales.

“These figures highlight the club’s growing global appeal and the power of Seat Unique’s platform to connect us with new audiences,” said Gareth Howells, Head of Ticketing and Hospitality at Burnley FC. “We’ve welcomed fans from all over the world to Turf Moor, some of whom have travelled thousands of miles to watch Burnley live for the first time.    

“It’s incredibly exciting to see this level of international engagement and passion at such a crucial moment in the club’s journey as it returns to the Premier League again in 2025.”  

What’s behind the rise in fans from abroad?

In recent years, American interest in British football has exploded, fuelled by greater streaming access, social media and a growing number of high profile investors from the US. 

US-based investment group ALK Capital took a controlling stake in Burnley FC for around £170 million in December 2020, ending decades of local ownership. Then in 2023, former NFL star J.J. Watt and his wife, former US international Kealia Watt, became minority shareholders, drawing more Stateside attention to the club.

James Duffy, Chief Operations Officer at Seat Unique, said: “US investment has helped widen Burnley’s reach, but Seat Unique has helped convert that global interest into meaningful revenue. Our platform now attracts over a million fans every month.

“By powering all online premium and hospitality sales for Burnley, Seat Unique has made it easy for international fans to book official premium experiences at Turf Moor, wherever they are in the world.”

For many American supporters, many of whom are more familiar with VIP-style experiences at sporting events, access to official, elevated matchday options has made Burnley an attractive destination on trips to the UK.

But while global demand is growing, it’s Burnley’s UK support that remains the club’s beating heart. Home fans still make up the 69% majority of premium bookings. Burnley FC has one of the most passionate and loyal fanbases in English football. 

The passion of local fans is part of the draw for international visitors. They’re coming to experience the game surrounded by fans who live and breathe Burnley. 

With the club back in the Premier League again, Burnley and Seat Unique expect even more fans to make the journey to Turf Moor.

Explore Burnley FC premium and hospitality packages for 2025/26 season here: https://www.seatunique.com/sport-tickets/football/burnley-fc-9a85c635-e3fc-4895-b0bb-ac5fc64809f0-tickets