In a major milestone for sports and Web3 collaboration, OKX has officially become Manchester City’s matchday sleeve sponsor, marking a significant expansion of their ongoing partnership. The announcement was made on June 30 at a private event held at the Etihad Stadium, highlighting the deepening relationship between one of the world’s leading cryptocurrency exchanges and one of football’s most innovative clubs.
This new phase sees the OKX logo prominently displayed on the left sleeve of both the men’s and women’s first-team match kits — a visible symbol of integration into every game-day experience. The brand will also retain its existing placement on training wear and expand its presence across digital platforms, live events, and physical assets within the club ecosystem.
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A Strategic Evolution in Sports and Digital Innovation
Since the initial partnership launched in March 2022, OKX and Manchester City have worked closely to pioneer new ways of fan engagement through blockchain and digital innovation. Originally named the club’s Official Training Kit Partner for the 2022/23 season, OKX has steadily evolved from a traditional sponsorship role into a co-creator of immersive digital experiences.
One of the most notable achievements has been the launch of OKX Collective, a metaverse platform that brings fans closer to the action than ever before. Through this space, supporters have gained unique access to interactive experiences featuring club ambassadors such as Jack Grealish and Alex Greenwood. These Web3-powered activations go beyond branding — they offer real utility and emotional connection, setting a new benchmark for what modern fan engagement can look like.
Ferran Soriano, Chief Executive Officer at Manchester City, emphasized the shared values driving the collaboration:
“We’re proud to have OKX on our first-team match shirts. Both Manchester City and OKX are driven by innovation. We’ve already seen incredible Web3 experiences designed for our global fanbase — and there’s much more to come. This is an exciting journey.”
Why This Partnership Matters in the Web3 Era
The expanded sponsorship isn’t just about visibility — it reflects a broader trend where elite sports organizations are embracing decentralized technologies to build deeper, more interactive relationships with fans worldwide.
By integrating NFTs, metaverse experiences, and digital collectibles, OKX and Manchester City are redefining how fans interact with their favorite teams. Instead of passive consumption, supporters now have opportunities to own exclusive content, participate in virtual events, and even influence certain aspects of club culture through community-driven initiatives.
For OKX, becoming a visible fixture on matchday apparel strengthens its position as a trusted bridge between crypto and mainstream audiences. As one of the few crypto brands with such high-profile visibility in global sports, OKX is leveraging football’s universal appeal to demystify digital assets and promote financial innovation.
Haider Rafique, CMO of OKX, shared his enthusiasm:
“Manchester City was our first official global brand partner, and in just 18 months, we’ve achieved so much together. From launching our metaverse presence to rolling out NFT programs and other exciting projects, we’re helping City transition into Web3. This sleeve partnership brings us even closer to fans around the world. As the club’s official crypto partner, every interaction with OKX should feel special — and full of惊喜.”
(Note: “惊喜” translates to “surprise” or “delight,” underscoring the emotional experience OKX aims to deliver.)
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Core Keywords Driving Engagement
This collaboration taps into several high-intent themes that resonate with both sports enthusiasts and tech-savvy audiences:
- OKX
- Manchester City
- Web3 fan engagement
- NFTs in sports
- Metaverse experiences
- Cryptocurrency sponsorship
- Digital collectibles
- Blockchain in football
These keywords not only reflect current trends but also align with growing search demand around digital transformation in sports. By naturally incorporating them into storytelling, content becomes more discoverable while maintaining authenticity.
Frequently Asked Questions (FAQ)
Q: What does OKX’s new sponsorship include?
A: OKX will appear on the left sleeve of Manchester City’s men’s and women’s first-team match kits. The brand will also remain on training kits and expand into digital events, NFT drops, and metaverse activations via OKX Collective.
Q: When did OKX first partner with Manchester City?
A: The partnership began in March 2022, initially focusing on training wear. It was expanded in July 2022 and has since evolved into a multi-layered collaboration involving Web3 innovation.
Q: Is OKX the first crypto brand on Manchester City’s match shirt?
A: Yes, this marks the first time a cryptocurrency exchange has had branding on the club’s official matchday sleeves.
Q: How are fans benefiting from this partnership?
A: Fans gain access to exclusive NFTs, virtual meet-and-greets with players through the OKX Collective metaverse, gamified challenges, and limited-edition digital collectibles tied to real-world events.
Q: What is OKX Collective?
A: OKX Collective is a Web3 platform that hosts immersive experiences for sports and entertainment fans. With Manchester City, it enables unique interactions like virtual player sessions and digital ownership of memorable moments.
Q: Will this partnership affect ticket prices or fan membership costs?
A: No. The sponsorship is designed to enhance fan experience without increasing costs. Many of the digital offerings are free or low-cost to ensure broad accessibility.
The Future of Sports x Web3
As football clubs seek new ways to connect with younger, digitally native audiences, partnerships like this set a precedent for how technology can elevate fan culture. Rather than treating Web3 as a buzzword, Manchester City and OKX are building tangible ecosystems where fans don’t just watch — they participate.
Future plans may include token-gated experiences, loyalty rewards powered by blockchain, and real-time voting mechanisms for fan-driven decisions — all made possible through secure, transparent infrastructure.
With millions of followers across continents, Manchester City offers OKX unparalleled reach. In return, OKX provides the tools to make that global community more engaged, informed, and empowered in the digital age.
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Final Thoughts
The evolution of OKX’s partnership with Manchester City reflects more than corporate synergy — it represents a cultural shift. As sports embrace decentralization, identity, and ownership in digital spaces, fans stand to gain richer, more personalized experiences than ever before.
From sleeve logos to metaverse lounges, this collaboration proves that when innovation meets passion, the result is more than a game — it’s a movement.