JJ Watt: 'Burnley is a passion project'

NFL legend and Burnley investor JJ Watt continues to prove he is far from a passive owner. Beyond his financial stake, Watt took a direct, hands-on role in designing the team’s 2026/27 away kit, drawing inspiration from the club’s long-standing history.

Watt describes his commitment to Burnley as a true "passion project." He emphasizes that his goal is to dedicate his time and effort to improve the organization, rather than simply watching from the sidelines.

The club is currently navigating the challenges of the Championship, with the primary objective being a return to the Premier League. Watt acknowledges the frustration of recent cycles but maintains that the focus is now on establishing the right balance of talent and culture under new head coach Nicky Hayen.

According to Watt, the new manager has already made a strong impression with his aggressive, high-pressing tactical approach. The goal is to ensure the team plays with the relentless work ethic that has historically defined the club.

For me, tactical excellence is important, but at the end of the day, I want you to know that when you come into our building, you better be ready for a battle. JJ Watt