Burnley FC quizzed on ‘purple’ home shirt, recruitment final say and deleting social media replies

Burnley’s new home shirt for next season will continue to “reflect the club’s identity and traditions”.

That’s the vow of the club’s hierarchy, after being quizzed about the perceived use of purple in recent home jerseys.

It was one of several issues brought up at the club’s most recent Fan Advisory Board (FAB) meeting on Wednesday, April 15, in which the minutes have now been released.

Also among the topics for discussion were: replies being deleted on social media, the current setup in the Cricket Field Stand, who has the final say in recruitment and the club’s intention to appoint a sporting director.

Season ticket sales

As of the time of the meeting, 86% of season tickets had been renewed. This was identical to the position at the same point last season and broadly consistent with previous years.

At the time of publication of this meeting summary, renewals have increased to 93%. The club continues to manage ongoing seat moves and related adjustments and expects final renewal levels to remain in line with historical trends as the process is completed.

Concerns about the requirement to use a smartphone for season ticket

The club seeks to ensure that all supporters are able to access the stadium and continue to attend matches without disadvantage. While digital ticketing is being introduced in line with wider industry and League requirements, provisions are in place for supporters who do not have access to a smartphone, including the option to apply for physical season ticket cards. The introduction of digital ticketing reflects broader developments within the game and is intended to enhance security, reduce ticket fraud, and improve overall operational efficiency on matchdays. The club recognises the need to balance these developments with accessibility considerations and will continue to support supporters through the transition.

Social media

Velocity Sports Partners Studios was launched on February 1st and produces all content for Burnley FC, together with managing the club’s social media channels.

VSPS’ Head of Studio Jamie Munro and Anthony Cooper, Head of Social Content, provided an overview of their current media and digital strategy, outlining objectives around authenticity, supporter trust, consistent messaging and sustainable growth of domestic and international audiences.

A detailed discussion followed regarding social media moderation. VSPS clarified that moderation policies are implemented to address abuse, harassment and discriminatory content, rather than suppressing criticism. It was acknowledged that thresholds had been reviewed following supporter feedback.

Clarification was also provided regarding platform labelling identifying some content as “AI generated”, confirming this was automated platform activity rather than VSPS generated artificial imagery. Supporter concerns around transparency and perception were noted, and VSPS confirmed that further work will be considered to address this.

Will home fans still have to walk the ‘wrong way’ around the ground next season?

No further changes are planned. Provisions have been made to allow supporters to access Belvedere Road via a new gate installed in the perimeter fence from the North-East Car Park.

Will the Cricket Field Stand home and away sections remain in place next season?

Yes, the current arrangements for the Cricket Field Stand home and away sections will remain in place for next season. In addition, the club is planning to increase home supporter capacity within the home end of the stand as part of ongoing operational and matchday planning. These adjustments are intended to optimise seating allocation while maintaining safe segregation and the required operational standards for home and away supporters.

Supporters being searched in the Cricket Field Stand

The club operates within the requirements of its ground safety certificate, which includes the implementation of security searches for supporters entering the stadium. These measures reflect the broader security environment and are intended to ensure the safety of all attendees. While the club recognises that searches may contribute to additional queuing time at entry points, they are a necessary condition of stadium operation. Supporters are therefore encouraged to arrive in good time prior to kick-off to facilitate smooth entry into the ground.

Purple home shirt, not Claret

The club acknowledges the comments regarding the colour interpretation of the current home shirt, including references made to it being described as ‘purple’. Claret has historically been presented in a variety of tones across different eras. The new home kit will be unveiled in July and will continue to reflect the club’s identity and traditions.

Sporting director role

The process to appoint a Sporting Director remains ongoing. The club’s focus is on identifying the right individual for Burnley Football Club, ensuring alignment with its long term strategy, footballing structure, and values. Further updates will be provided in due course when appropriate.

Who has the final say in recruitment?

All first team recruitment decisions at the club are ultimately approved by the chairman, following recommendations and professional input from the relevant football leadership and recruitment staff. The process is designed to ensure that all recruitment activity is informed by detailed scouting, data analysis, and technical assessment from those best placed within the football department. Final decisions are made in alignment with the club’s overall football strategy, budgetary framework, and squad planning requirements, ensuring consistency across short, medium, and long term objectives.

Clarity on transfer model, avoiding constant churn

The club’s transfer model is focused on building a competitive, sustainable squad aligned to long-term strategy. Squad turnover varies each year depending on needs and market opportunities, rather than being a target in itself. Recruitment decisions are made collaboratively by senior football leadership. Matt Williams (COO) attends every FAB meeting and provides regular updates on transfer activity and strategy.

How can the club and fans work together to solve the perceived disconnect?

Communication between the club and the fan base is fundamental to maintaining a strong and constructive relationship. The club remains committed to ongoing engagement with supporters and recognises the importance of ensuring open and regular dialogue. Accordingly, structured meetings with supporter representatives will continue to take place on a bi-monthly basis, providing an opportunity to review questions submitted, discuss key areas of interest, and share relevant updates from across the club. These sessions form part of the club’s wider commitment to supporter engagement and continuous improvement in communication and transparency.

Pre-match music

The club regularly reviews its pre-match music selection as part of its ongoing commitment to enhancing the matchday experience and atmosphere. This review process includes engagement with the Fan Advisory Board, as well as consultation with players and first team staff, to ensure that the selection is appropriate, well received, and reflective of the desired matchday environment. Feedback from supporters is also considered as part of this ongoing assessment. The club will continue to review and refine the approach ahead of next season in line with its broader objectives to support and enhance the in-stadium atmosphere.

Errors in matchday programme

We apologise for the errors that have appeared in the matchday programme and understand the frustration this has caused. We have begun a tender process for a new publishing partner for next season, whilst also reviewing our own editorial processes, in order to both reduce mistakes and raise standards. We remain committed to producing a matchday programme for our supporters and want it to be something fans can take pride in. We would also encourage any supporter who wishes to submit articles to contact [email protected], and we look forward to featuring their work in 2026/27.

Women’s team at Turf Moor

Subject to confirmation, it was stated that all women’s first team home fixtures would be held at Turf Moor next season. The training ground was also identified as a potential base for teams during Euro 2028. Pre-season and infrastructure planning remains ongoing.