JJ Watt is hitting the Burnley weight room
Walking to the match with fans, lifting weights in the gym with the players, and soaking up the wisdom of the movers and shakers in the boardroom, it's fair to say JJ Watt is living the full experience since buying into Burnley. The legendary NFL defensive end became the latest in a string of American personalities, from Wall Street to Hollywood, to take a stake in British football clubs when he and his wife, ex-United States international player Kealia, became minority investors in the Clarets in May 2023.
Since then he has witnessed firsthand the angst of relegation from the Premier League and this season's resurgence under Scott Parker, with the Turf Moor club in contention for automatic promotion back to the top flight. In a wide-ranging interview with Radio 5 Live, the 35-year-old explains why he invested—both emotionally and financially in this Lancashire club—and how he is bringing his experience as an elite sportsman to bear in the Championship title race.
The former Houston Texans star was named Sports Illustrated's Sportsman of the Year in 2017 for his philanthropic work in helping his adopted city recover from Hurricane Harvey, as much as for his achievements on the field of play. Now he is busy trying to translate that know-how, community ethic, and desire to succeed to a proud old club in a small Lancashire former mill town.
Watt highlights how he is keen to immerse himself in the club's culture—not just behind the scenes but also among the fans. “Another thing that brings you to English football is the history, tradition, passion and supporters,” he said. “It's why I'm so drawn to it and why I walked from the hotel to the match [Burnley v Luton Town] the other day, because I wanted to be with the people.”
He also hopes that his experience of performing at the highest level will aid Burnley, especially now that the team is pushing towards the top of a promising season. “One thing I can definitively speak on more knowledgeably than [the board] is what it's like to be in a locker room, what it's like to be in competition, what it's like to be at this part of the season, fighting for things,” Watt noted.
In comparison to ownership in the NFL, Watt expressed that his investment is more meaningful. He noted, “You look at an American football [NFL] club - right now they're all valued at billions and billions of dollars. You take my amount of money and put it into that and congratulations, you have one seat at a game, not at the board table, not at anything. You come over here and the valuations are different and there's more opportunity.”
Watt’s ambition is also evident in his unofficial role motivating the players. His physical presence is felt in the gym, where he lifts weights alongside the team. “Credibility comes quickly when you have 400 pounds on the bar,” he quipped. He adds that he can connect with players, especially the young ones, offering them advice and sharing his journey through similar challenges they face. “These are 22 or 23-year-old kids going through all this for the first time. I'm fortunate enough to have been through this before, so I can talk to them about how you mentally handle that,” he remarked.
The journey has come with its unique moments, such as a conversation that made headlines in America. Watt jokingly told goalkeeper James Trafford that he would come out of retirement to play for Trafford’s NFL favorite, the Cincinnati Bengals, if Trafford managed to extend his record-breaking run of 12 Championship clean sheets to the end of the season. This promise became a trending topic as Trafford approached his goal but ended when Burnley conceded against Cardiff City. Reflecting on this, Watt said, “It started to get picked up really big in America once he hit 12, and they put up a graphic that showed Manchester United had hit 14.”
Looking ahead, Watt understands that even if Burnley wins promotion, survival in the Premier League will be daunting. Yet, he felt drawn to the competitive aspects of English football, emphasizing that the stakes make the sport purer. “When there is a literal consequence to winning and losing it makes a sport as close to the truest and most pure form that you can have,” he stated.
His insights during the interview also touched on the dynamics of the club’s financial landscape. He highlighted the stark contrast between English football and American sports, saying, “I'll never forget the stat on our first day [back] in the Premier League, when we played Manchester City and their three defenders cost more than the entire wage bill in the history of our club, since 1882. That doesn't happen in the NFL.”
Ultimately, Watt dreams about a Leicester-style triumph in the future. “Do we all dream of a Leicester-style run one day? Absolutely, but it's more in the little things, trying to make your club better on a day-to-day basis,” he concluded.
