J.J. Watt Delivers New Burnley Away Kit Featuring 1970s Crest

Minority shareholder J.J. Watt stars in a promotional film for the 2026-27 Burnley away kit, which debuts Sunday against Torino.

Burnley Football Club will debut its new cream-colored away kit for the 2026-27 season at Turf Moor this Sunday during a preseason friendly against Italian side Torino. The jersey launch features minority shareholder and five-time Pro Bowl NFL legend J.J. Watt, who joined the club's ownership group in 2023. This release follows the club's relegation from the Premier League last season and marks a significant aesthetic shift by reinstating the heraldic coat of arms crest, a design element that was retired in 2009 when the team first ascended to the top flight.

Historic Crest and Elizabethan Design Elements

The most prominent feature of the 2026-27 jersey is the return of the classic Burnley coat of arms, which replaces the streamlined shield used for the past 17 years. This restored marque includes two lions, a worker bee, and the red rose of Lancashire. Originally worn on shirts during the late 1970s and throughout the 1980s, the crest was brought back after supporters expressed a specific desire for its reinstatement. Watt noted that his primary goal in the design process was to honor the club's past while shepherding it toward a brighter future.

Textural details on the fabric include a pattern inspired by the 16th-century Elizabethan stonework found at Gawthorpe Hall. This country house overlooks the club’s training ground, a site The Clarets have utilized since the 1950s. The facility's history includes the conversion of an unused barn into a gymnasium. Furthermore, the neckline features a custom typeface modeled after the lettering printed on vintage Turf Moor ticket stubs from the 1960s and 1970s.

The Milk Man Promotional Campaign

To promote the kit, Watt filmed a video short where he drives a vintage-style milk float through the Lancashire town. The concept references his former NFL nickname, "The Milk Man," earned for his reputation of always delivering results on the field. During the video, the former Houston Texans defensive end visits various local landmarks and pubs, interacting with a series of notable figures associated with the town and the team.

Featured guests in the promotional film include English cricket icon Jimmy Anderson and local businessman Dave Fishwick. The video also stars Stan Ternent, a figure who served the club as both a player and a manager during his professional career. Watt described the final product as something "quintessentially Burnley," emphasizing that every decision was made to ensure the supporters felt proud of the representation.

Preseason Debut at Turf Moor

The 2026-27 away kit serves as a loving salute to the people and heritage of the Lancashire region. Watt stated that he viewed himself as a temporary steward of a club that existed long before his arrival and will continue long after his tenure ends. The design process focused on the idea that the shirt belongs to the people of Burnley, incorporating specific local historical references that predate the modern Premier League era. Following the Sunday match against Torino, the club will move into its full 2026-27 campaign wearing the new cream-colored strips for away fixtures.