Cryptocurrency companies are increasingly expanding their presence in football through sponsorships, naming rights, and NFTs. These partnerships offer lucrative opportunities for clubs while opening new advertising spaces. Recently, major teams have introduced sponsorships on training kits—a trend that has led OKX, a leading crypto exchange platform, to secure a sponsorship deal with Manchester City.
OKX and Manchester City Sign Multi-Year Deal
OKX will appear as the training kit sponsor for Manchester City’s men’s and women’s teams starting in the 2022/23 season. The multi-year agreement, valued at approximately $20 million, includes:
- Brand visibility on training wear
- Fan engagement initiatives, such as QR-based contests for match tickets
- Global activations in key markets (Spain, France, UAE, South Korea, Mexico, Norway, and South Africa)
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To celebrate the partnership, Manchester-based artist Akse P19 created murals featuring players like Erling Haaland, João Cancelo, and Jack Grealish, integrated with QR codes for fan interactions.
Manchester City Expands Sponsorship Portfolio
The 2021/22 season marked significant commercial growth for Manchester City, alongside their Premier League victory. Key partnerships include:
| Sponsor | Sector | Initiative |
|---------------------|--------------------------|---------------------------------------------|
| Xylem | Water Technology | Sustainable dye process for jerseys |
| Masdar | Renewable Energy | Elevated to top-tier global partner |
| Emirates Palace | Hospitality | Branding at Etihad Stadium |
The club also renewed its training kit deal with Puma, emphasizing long-term collaborations.
FAQ Section
Q: How long is OKX’s sponsorship with Manchester City?
A: The deal spans multiple years, though the exact duration remains undisclosed.
Q: Which players are featured in OKX’s fan campaigns?
A: Haaland, Grealish, and Cancelo star in murals with QR-linked contests.
Q: What other sponsors does Manchester City have?
A: Partners include Xylem, Masdar, and Emirates Palace, alongside kit supplier Puma.
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Final Thoughts
OKX’s entry into football reflects the growing synergy between sports and crypto, leveraging Manchester City’s global appeal. With strategic activations and high-profile sponsorships, the club continues to diversify revenue streams while enhancing fan experiences.
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