In a significant move to deepen their existing relationship, Manchester City has announced an expanded partnership with cryptocurrency exchange OKX. The platform will now feature as the official training kit sponsor for both the men's and women's teams for the upcoming season, marking a new phase in their collaboration that began earlier this year.
This development builds upon the initial multi-million pound deal established in March 2022, which designated OKX as the club's first official cryptocurrency exchange partner. The new training kit sponsorship represents another substantial seven-figure investment and includes prominent visibility across all training wear.
A New Era for Training Kit Sponsorship
The agreement sees OKX replacing Expo 2020 Dubai as the primary training kit sponsor. This change comes after previous sponsor MarathonBet's association ended prematurely following geopolitical developments related to Russia's invasion of Ukraine.
As part of the enhanced partnership, OKX has commissioned a series of player murals across Manchester featuring Erling Haaland, Joao Cancelo, Jack Grealish, and John Stones. These artistic installations incorporate interactive QR codes that fans can scan for a chance to win premium season tickets in the sponsor's hospitality box.
The partnership extension also includes sponsorship of the club's trophy tour, further increasing the brand's visibility among the global Manchester City fanbase.
Alignment of Values and Vision
Roel de Vries, Chief Operating Officer at City Football Group, emphasized the shared values between the two organizations: "OKX and Man City are aligned on values such as innovation and success and for both parties, everything starts with training and education."
Since the partnership commenced in March 2022, both entities have collaborated on several fan engagement initiatives, particularly around high-profile fixtures during the conclusion of the 2021/22 season. The expanded relationship promises to continue developing innovative fan experiences throughout the coming year.
The Crypto Question in Football Sponsorship
The partnership expansion occurs amid ongoing discussions about cryptocurrency companies' involvement in football sponsorship. The cryptocurrency sector remains largely unregulated, and markets have experienced significant volatility throughout 2022, creating both opportunities and concerns for sports organizations engaging with crypto brands.
Manchester City previously faced challenges with a different partnership when they had to quickly terminate an agreement with a company that misrepresented itself. Despite this experience, the club has moved forward with expanding the OKX relationship, indicating confidence in the partnership's mutual benefits.
Both parties have expressed openness to further collaboration opportunities should the partnership continue to prove successful. This approach reflects the growing trend of football clubs seeking innovative commercial partnerships beyond traditional sponsorship categories.
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Frequently Asked Questions
What does the Manchester City and OKX partnership involve?
The partnership makes OKX the official training kit sponsor for both men's and women's teams. It includes mural installations across Manchester with QR codes for fan engagement and sponsorship of the club's trophy tour.
How can fans participate in the OKX promotion?
Fans can scan QR codes on player murals featuring Haaland, Cancelo, Grealish, and Stones for a chance to win season tickets in the sponsor's hospitality box.
Are there concerns about cryptocurrency sponsorships in football?
Yes, some concerns exist due to the unregulated nature of cryptocurrency markets and their volatility. However, clubs like Manchester City conduct due diligence before entering such partnerships.
What makes this sponsorship different from previous training kit deals?
This partnership represents a deeper integration beyond simple logo placement, including community engagement through public art installations and interactive fan experiences.
How long will OKX remain Manchester City's training kit sponsor?
The initial announcement covers the 2022/23 season, with both parties expressing openness to extending the partnership based on mutual satisfaction.
What values do Manchester City and OKX share according to the partnership?
Both organizations emphasize innovation, success, and the importance of training and education as fundamental to their operations and partnership philosophy.