In a landmark move that underscores the growing intersection between sports and digital innovation, cryptocurrency exchange OKX has deepened its partnership with English Premier League powerhouse Manchester City FC. The new multi-year agreement names OKX as the club’s official sleeve sponsor, marking a significant milestone in sports sponsorship history and highlighting the continued confidence in blockchain-based brands despite recent industry volatility.
The deal, valued at over $70 million across three years, will see the OKX logo prominently displayed on the left sleeve of both the men's and women's first-team kits. This expansion builds on an existing relationship that began in March 2022 when OKX was named Manchester City’s official crypto partner. A few months later, the collaboration grew further with OKX sponsoring the team’s training apparel.
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A Strategic Move Amid Industry Challenges
While the crypto industry faced widespread scrutiny following the collapse of FTX in late 2022, OKX's bold investment signals resilience and long-term vision. The sponsorship reaffirms that major sports organizations continue to see value in aligning with credible Web3 platforms. For Manchester City, the partnership offers more than just financial gain—it opens doors to innovative fan experiences powered by blockchain technology.
Manchester City, one of the most successful and commercially powerful football clubs globally, generated $780 million in revenue** last season—the highest of any football team worldwide. According to Brand Finance, the club also boasts the **most valuable football brand**, estimated at **$1.6 billion. This combination of elite performance and global reach makes it a prime partner for forward-thinking tech companies like OKX.
Driving Blockchain Adoption Through Sports
At the heart of this partnership is a shared mission: to educate and engage fans about the real-world applications of blockchain technology. Unlike traditional sponsorships focused solely on branding, OKX aims to leverage its association with Manchester City to promote deeper understanding of Web3.
"Our partnership with Manchester City aims to help the world learn more about blockchain and its use cases, including what we can do with our partners beyond Fan Tokens," said Haider Rafik, Chief Marketing Officer at OKX. "We believe the Web3 infrastructure will give fans more transparency and ownership, and new ways to interact with their favorite players."
To bring this vision to life, OKX recently launched a free NFT collection celebrating Manchester City’s UEFA Champions League victory. Additionally, fans can explore the OKX Collective Metaverse Experience, an immersive digital environment featuring interactive content with team stars—an early glimpse into the future of fan engagement.
Global Reach Meets Digital Innovation
Headquartered in Seychelles, OKX serves over 50 million users across 180 markets, making it one of the largest cryptocurrency exchanges in the world. Despite regulatory restrictions preventing operations in the U.S. and Canada, OKX continues to expand its global footprint through strategic partnerships and user-centric innovations.
The Manchester City deal is just one component of OKX’s broader sports marketing strategy. The company also holds high-profile sponsorships with McLaren Racing in Formula 1 and Majestics GC, a team in the LIV Golf League. These alliances reflect a deliberate effort to embed blockchain technology within mainstream sports culture.
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Player Ambassadors and Fan Engagement
Adding authenticity to the collaboration, several Manchester City players—including Jack Grealish and Alex Greenwood—serve as brand ambassadors for OKX. Their involvement helps bridge the gap between elite athletes and digital innovation, allowing fans to connect with their heroes through new technological channels.
This human element is crucial for demystifying blockchain and making it accessible to everyday supporters. Whether through social media campaigns, behind-the-scenes content, or exclusive digital collectibles, these ambassadors help translate complex tech concepts into relatable experiences.
Why This Partnership Matters for Web3
The OKX-Manchester City partnership goes beyond logo placement—it represents a blueprint for how blockchain companies can create meaningful impact in traditional industries. By focusing on education, accessibility, and fan empowerment, OKX is setting a standard for responsible and forward-looking brand integration.
Key benefits include:
- Increased awareness of blockchain use cases beyond speculation
- Enhanced fan ownership through NFTs and tokenized experiences
- Greater transparency in digital interactions between clubs and supporters
- Innovative revenue streams for sports organizations via digital assets
As more clubs explore digital transformation, this deal may inspire others to follow suit—not just in football, but across global sports.
Frequently Asked Questions (FAQ)
Q: How much is the OKX sponsorship deal with Manchester City worth?
A: The multi-year agreement is valued at over $70 million, spanning three seasons.
Q: Where will the OKX logo appear on Manchester City’s jerseys?
A: The logo will be featured on the left sleeve of both the men’s and women’s first-team kits.
Q: Is OKX available in all countries?
A: No, OKX is not available in the United States or Canada due to regulatory restrictions, but it operates in over 180 other markets.
Q: What are Fan Tokens, and does OKX offer them with Manchester City?
A: Fan Tokens are digital assets that give holders voting rights and exclusive content. While OKX promotes blockchain utility beyond Fan Tokens, it has not launched official ones with Manchester City yet.
Q: Did FTX’s collapse affect crypto sponsorships in football?
A: Yes, FTX’s bankruptcy led to increased caution, but reputable platforms like OKX have maintained trust and continued investing in sports partnerships.
Q: What Web3 initiatives has OKX launched with Manchester City?
A: OKX released a free NFT series commemorating Manchester City’s Champions League win and introduced a metaverse experience featuring team stars.
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Looking Ahead: The Future of Sports and Web3
As digital transformation accelerates across industries, sports remain a powerful vehicle for mainstream adoption of emerging technologies. With Manchester City’s global influence and OKX’s technological expertise, this partnership is poised to drive awareness and innovation for years to come.
From NFTs and metaverse experiences to decentralized fan communities, the possibilities are vast. And as more fans gain hands-on experience with blockchain through trusted platforms and beloved teams, the path toward widespread acceptance becomes clearer.
For sports organizations, embracing Web3 isn’t just about revenue—it’s about staying relevant in a rapidly evolving digital landscape. For blockchain companies, aligning with elite sports entities offers credibility, visibility, and a direct line to millions of passionate fans.
This synergy between tradition and innovation defines the next era of sports sponsorship—and OKX and Manchester City are leading the charge.