In a significant move for both the sports and cryptocurrency industries, Manchester City Football Club has expanded its partnership with global cryptocurrency exchange OKX. The platform will now be featured as the official training kit sponsor for both the men's and women's teams for the upcoming season.
Partnership Expansion Details
This new development strengthens the existing multi-million pound partnership that was first announced in March 2022, when OKX became the club's first official cryptocurrency exchange partner. The expanded sponsorship represents another seven-figure investment from the cryptocurrency platform and includes prominent placement on all training wear throughout the 2022/23 campaign.
The partnership extension follows OKX's previous collaboration with the club during their trophy tour and comes as part of a broader strategy to enhance fan engagement through innovative digital experiences. The training kit sponsorship sees OKX replacing Expo 2020 Dubai, which had itself taken over from previous sponsor MarathonBet.
Fan Engagement Initiatives
As part of this expanded partnership, OKX has commissioned a series of player murals across four locations in Manchester. The artworks feature star players Erling Haaland, Joao Cancelo, Jack Grealish, and John Stones. Each mural contains a QR code that fans can scan for a chance to win a season ticket in the sponsor's hospitality box, creating an interactive experience that bridges physical and digital engagement.
The club and OKX have emphasized their shared values of innovation and success, with both parties highlighting the importance of training and education in their respective fields. Since the initial partnership began, the organizations have collaborated on several content activations around high-profile fixtures during the culmination of the 2021/22 season.
Industry Context and Considerations
The partnership arrives during a period of significant volatility in cryptocurrency markets, with values declining substantially throughout 2022. This has created some unease around football clubs' involvement with cryptocurrency platforms, particularly given the largely unregulated nature of the sector.
Manchester City previously faced challenges with a cryptocurrency partnership when they had to quickly terminate a deal with a company that misrepresented itself. However, the club appears confident in its relationship with OKX and both parties have expressed openness to further collaborations if the partnership continues to prove mutually beneficial.
Roel de Vries, Chief Operating Officer at City Football Group, stated: "We are pleased to expand our relationship with OKX today as they become the official training kit partner of Manchester City. OKX and Man City are aligned on values such as innovation and success and for both parties, everything starts with training and education."
The partnership represents the continuing convergence of traditional sports and emerging digital technologies, with football clubs increasingly looking to cryptocurrency and blockchain companies as sponsorship partners. This trend has been growing across Premier League teams as they seek to tap into new revenue streams and engage with tech-savvy fan demographics.
For those interested in exploring how digital innovations are transforming sports partnerships, you can discover more about emerging sponsorship models.
Frequently Asked Questions
Why did Manchester City choose a cryptocurrency exchange as their training kit sponsor?
Manchester City seeks partners that align with their values of innovation and forward-thinking. The partnership with OKX represents the club's interest in engaging with emerging technologies and connecting with fans through digital platforms.
How does the QR code promotion on the player murals work?
Fans can scan the QR codes featured on the player murals around Manchester for a chance to win a season ticket in the sponsor's hospitality box. This creates an interactive experience that combines physical artwork with digital engagement.
Are there concerns about football clubs partnering with cryptocurrency companies?
Some concerns exist due to the volatility of cryptocurrency markets and the relatively unregulated nature of the industry. Clubs must conduct thorough due diligence when entering such partnerships to ensure alignment with their values and compliance standards.
What does this partnership mean for Manchester City fans?
Fans can expect innovative digital experiences and engagement opportunities through this partnership. The collaboration aims to enhance fan interaction through technology-driven initiatives while providing additional support for both men's and women's teams.
How long will OKX remain Manchester City's training kit sponsor?
The current agreement covers the 2022/23 season, with both parties expressing openness to extending the partnership if it continues to prove successful for both organizations.
Will this sponsorship affect the team's performance or training?
The sponsorship is primarily a commercial arrangement that provides financial support to the club. While it doesn't directly impact training methodologies, the additional resources can contribute to the overall operation and development of both teams.