JJ Watt, the former NFL star known for his $100 million contract, is actively involved in his role as a minority owner of Burnley Football Club. Despite his background in American football and a past residence in the affluent Paradise Valley, Watt has embraced the working-class identity of Burnley, a club currently competing in the Championship.
Watt has expressed a desire to reestablish the club's historical identity, emphasizing grit and a relentless work ethic. "For a very long time, you knew what you were getting at Burnley. You were in for a fight," Watt told Daily Mail Sport. "I want a strong identity. We are going to outwork everybody, we are going to out-tough everybody. You are in for a very long day."
The sentiment comes after Burnley's dismal performance in the previous season, which saw them relegated from the Premier League with one win in their final 29 games and the league's worst defensive record. In an effort to connect with the club's heritage, Watt spent two years designing Burnley's new away kit. The design pays homage to the club's history and reintroduces an old crest. Watt's commitment to this project is evident in promotional material where he is depicted filming on a dairy farm and driving a milk cart through local potholes.
"The history and tradition of the club is what makes it special," Watt stated. "Maybe some people prefer London or Manchester, but going around Burnley, I love it. We’re trying to really capture the essence of what Burnley is. The reason I built this kit is to try and preserve that history."
The club has made significant changes following their relegation. Several first-team players, including Jaidon Anthony and Maxime Esteve, have departed, while Lesley Ugochukwu has been loaned to Galatasaray. Scott Parker was sacked in April, and the club has appointed Nicky Hayen, who previously led Club Brugge to a Belgian Pro League title in 2023-24, as his successor.
Watt has been a supporter of Burnley for three years, and his involvement has not been without skepticism from some traditional English football fans. However, Watt claims to be a long-time follower of the sport, having played as a child and watched matches from the U.S. during his NFL career. His wife, Kealia, is also a former U.S. international player.
Watt has taken an active interest in team strategy, discussing tactics, set-pieces, and player optimization with Hayen. The club has also been active in the transfer market, making Florentino's loan from Benfica permanent for £20.8 million and signing Ugo Raghouber from Lille. Watt aims to contribute his expertise without being overbearing, focusing on instilling a culture of hard work and team-first mentality.
Watt also shared his personal matchday routine, which includes visiting local establishments like The Royal Dyche and Burnley Miners' Club before heading to the Bob Lord Stand. He values connecting with supporters to understand the club's pulse.
Burnley's popularity has been growing in the United States, where the team has spent some of its pre-season. Watt noted the increased engagement on matchdays, with his phone now