Manchester City, the reigning Premier League champions and recent Treble winners, have deepened their relationship with leading cryptocurrency exchange OKX through a major expansion of their existing sponsorship agreement. The new multi-year deal sees OKX become the club’s official sleeve partner—a prominent placement on the left sleeve of both men’s and women’s first-team match kits—marking a significant step forward in the collaboration between sports and Web3 innovation.
This development reinforces OKX’s growing presence in elite football and strengthens its strategy of connecting global fans to immersive digital experiences through cutting-edge technology.
A Strategic Evolution in Sports Sponsorship
Since first partnering with Manchester City in March 2022, OKX has steadily increased its visibility and integration within the club’s ecosystem. Initially entering as a training kit partner, the brand expanded its footprint just months later by securing exclusive branding on the left sleeve of training wear for the 2022/23 season. Now, with matchday exposure added to that foundation, OKX achieves one of the most visible non-primary sponsor placements in modern football.
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The expanded partnership includes:
- Branding on the left sleeve of all men’s and women’s first-team match kits
- Continued presence on training apparel
- Enhanced access to digital platforms, social media, and fan-facing content
- Integration into exclusive Web3 activations and virtual experiences
This isn’t just about logo placement—it’s about building a long-term bridge between blockchain technology and passionate football communities worldwide.
Driving Innovation Through Web3 Fan Experiences
One of the standout aspects of the OKX-Manchester City relationship is its focus on meaningful fan engagement, not just traditional advertising. Unlike many crypto sponsorships that rely solely on brand exposure, this collaboration has prioritized creating value for supporters through next-generation digital experiences.
A prime example is the OKX Collective, a metaverse initiative that allows fans to interact with digital avatars of Manchester City stars such as Jack Grealish and Alex Greenwood. These immersive encounters go beyond static content, offering interactive environments where fans can participate in events, unlock collectibles, and feel closer to their favorite players than ever before.
These efforts reflect a shared vision between OKX and Manchester City: to lead the charge in transforming how fans connect with sports using blockchain, NFTs, and virtual worlds.
Leadership Insights: Why This Partnership Works
At an exclusive unveiling event held at Etihad Stadium, key figures from both organizations highlighted what sets this collaboration apart from other high-profile sports deals.
Ferran Soriano, Chief Executive Officer at City Football Group, emphasized the alignment in values and innovation:
“We are very proud to have OKX represented on the sleeve of the Manchester City shirt. Both OKX and Manchester City are leading companies driven by a passion for innovation.”
Soriano pointed to the tangible outcomes already achieved through joint Web3 initiatives, noting that future projects will continue to push boundaries in fan interaction.
Haider Rafique, Global Chief Marketing Officer at OKX, echoed this sentiment but also revealed a less visible yet crucial benefit: internal impact.
“A lot of it was about internal morale – bringing people together, more collaboration and getting people excited.”
For Rafique, the partnership has not only elevated OKX’s global profile but also energized teams internally—a rare and often overlooked metric of success in sponsorship strategy.
When asked why so many crypto-sports partnerships fail while this one thrives, Rafique responded thoughtfully:
“There is quality of success and quantity of success with this deal.”
He explained that while brand awareness matters, true success lies in authentic integration, sustained innovation, and delivering real value to fans—not just capitalizing on short-term hype.
FAQ: Understanding the OKX-Manchester City Collaboration
What does OKX’s new sponsorship include?
OKX will now appear on the left sleeve of Manchester City’s men’s and women’s first-team match kits. The brand retains its position on training wear and gains expanded rights across digital platforms, fan events, and Web3 experiences.
Is OKX the main sponsor of Manchester City?
No. The front-of-shirt sponsorship remains separate. OKX holds the sleeve partner position and is also recognized as the club’s Official Cryptocurrency Exchange Partner.
How is Web3 being used in this partnership?
Through initiatives like the OKX Collective, fans access metaverse experiences featuring player avatars, exclusive NFT drops, and interactive content. These programs aim to deepen engagement using blockchain-based technology.
Has this partnership benefited OKX’s brand growth?
Yes. According to OKX leadership, the collaboration has significantly boosted global recognition. Two years ago, few knew the brand; today, it enjoys widespread visibility among football fans across continents.
Are there plans for future fan-focused projects?
Absolutely. Both parties confirmed ongoing development of new Web3 activations, including enhanced metaverse environments, gamified content, and personalized digital collectibles.
Does this deal cover both men’s and women’s teams?
Yes. The sponsorship extends equally to both the men’s and women’s first teams, reflecting Manchester City’s commitment to gender equality in sport.
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A Model for the Future of Sports-Tech Partnerships
What makes the OKX-Manchester City alliance stand out is its long-term vision. Rather than treating the partnership as a fleeting marketing play, both organizations are investing in sustainable innovation that benefits fans, players, and stakeholders alike.
By embedding Web3 technology into everyday fan experiences—from virtual meetups to digital ownership of memorabilia—this collaboration offers a blueprint for how sports clubs can evolve in the digital age.
As football continues to embrace technological transformation, OKX and Manchester City are proving that success isn’t measured just by trophies or transaction volume—but by how deeply a brand connects with its community.
With further developments expected in the coming seasons, including deeper NFT integrations and expanded metaverse activations, this partnership is far from reaching its peak.
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Final Thoughts
The expanded sponsorship between OKX and Manchester City represents more than a commercial agreement—it symbolizes a shift toward technology-driven fan engagement in professional sports. By combining elite athletic performance with forward-thinking digital innovation, both brands are setting new standards for what modern partnerships can achieve.
As Web3 continues to mature, expect more clubs to follow this model—blending physical excellence with virtual immersion. But for now, Manchester City and OKX remain at the forefront, leading the charge into a new era of global sports fandom.
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