JJ Watt walks into the boardroom at Burnley’s training ground in a brand new hat and jacket, looking like a million bucks. It’s only his second visit to the town and he already feels like one of the locals — or maybe the furniture. Football in England is no stranger to transatlantic influence, from fictional AFC Richmond and Ted Lasso to a multitude of American owners who already own seven clubs in the Premier League. But while Wrexham might have its own American influence thanks to Hollywood actors Ryan Reynolds and Rob McElhenney, 87 miles to the south west, Burnley has something different. Specifically, JJ Watt.
Burnley and Wrexham are two towns that have seen hard times economically, and both are bonded around their local football clubs. However, while Wrexham has Reynolds and McElhenney putting them on the map, Burnley has JJ Watt, former star of the NFL. Though there’s a difference in experience and investment, Watt is inspired by the success that Reynolds and McElhenney have had in their new venture and is determined to bring Burnley to a similar level. A chat with Reynolds gave him insights on how to approach the project with tribalism in mind, as football supporters can be a fiercely loyal lot.
JJ Watt has invested a lot in his new project, so much so that he’s already a minority investor in Burnley Football Club. He became part of the team back in May and was able to witness the squad’s heartwarming return to the Premier League as they celebrated their championship win. Walking out onto the Turf Moor pitch with the Championship Trophy was a proud moment, even though he initially felt unworthy to do so. The fans and the town have welcomed him and his family with open arms, and Watt has enjoyed spending time with the community to get to know them better.
The Premier League is a much more intense and competitive league than the NFL, and Watt knows this. But he’s ready to take on the challenge and is keen to make a difference as a minority owner. He’s not going to tell them who to sign, but he will use his expertise in marketing, brand recognition, and appealing to American audiences and investors to help Burnley elevate its brand and bring global attention to this incredible town and club.
Watt has some big ideas for the future, including getting Burnley merchandise into the hands of Americans more easily, and is confident that the club has the potential for greatness. Asked where he thinks Burnley will be in five years, he simply believes they will be even further along the path of their current vision thanks to Pace and Kompany’s leadership. Watt and his family are invested for the long haul and are ready to do what it takes to make Burnley a household name.

Serious News: nytimes