Cryptocurrency exchange OKX has deepened its collaboration with Premier League champions Manchester City, securing a multi-year sleeve sponsorship deal worth over $70 million annually. The agreement positions OKX branding on the left sleeve of both men's and women's first-team jerseys.
Partnership Evolution and Financial Impact
- Initial Deal: Became Manchester City's official crypto partner in March 2022
- Expansion: Sponsored training kits later that year
- New Terms: $70M/year for three years as sleeve sponsor
- Context: Follows City's historic 2022-23 "treble" (Premier League, FA Cup, UEFA Champions League)
Manchester City leads global football clubs with:
| Metric | Value |
|---|---|
| Annual Revenue | $780M |
| Brand Valuation | $1.6B |
👉 Explore OKX's sports partnerships
Web3 Integration and Fan Engagement
OKX CMO Haider Rafique emphasized blockchain education through this partnership, highlighting initiatives beyond fan tokens:
- NFT Campaign: Free digital collectible minted to celebrate UEFA Champions League victory
- Metaverse Experience: "OKX Collective" featuring player interactions
"The collaboration explores how Web3 enables fan transparency and new engagement models," Rafique told Decrypt.
Market Presence and Sponsorship Strategy
Despite FTX's collapse impacting crypto sports deals:
- OKX maintains 50M+ users across 180 markets (excl. U.S./Canada)
- Additional ambassador roles with players Jack Grealish and Alex Greenwood
- Other sponsorships include McLaren Racing and LIV Golf's Majestics GC
FAQ: OKX and Manchester City Partnership
Q1: How long will the sleeve sponsorship last?
A: The deal spans three years with annual payments exceeding $70M.
Q2: What crypto products does OKX offer through this partnership?
A: Currently NFT collectibles and metaverse experiences, with plans for additional Web3 utilities.
Q3: Why choose Manchester City for sponsorship?
A: City's global reach and innovative brand alignment provide ideal blockchain education opportunities.
Q4: Are OKX services available to UK users?
A: Yes, the platform operates in 180 markets including the UK (excl. restricted regions).
Q5: How does this compare to FTX's previous sports deals?
A: OKX's sustained investment contrasts with FTX's abrupt exit, signaling cautious optimism in crypto sponsorships.