Manchester City, the reigning English soccer champions, have announced a significant enhancement to their partnership with cryptocurrency exchange OKX. The club has named OKX as its new official sleeve partner, marking a major expansion of their existing collaboration through a multi-year agreement. This strategic move places OKX branding prominently on the left sleeve of both the men’s and women’s first-team match kits, solidifying one of the most visible crypto sponsorships in European football.
The updated deal reflects the growing synergy between cutting-edge digital innovation and elite sports marketing. As part of the agreement, OKX will maintain its presence on training kits while gaining expanded exposure across Manchester City's global digital platforms and physical assets — including stadium branding, social media campaigns, and fan engagement initiatives.
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A Strategic Evolution in Sports Sponsorship
When Manchester City first partnered with OKX in 2022, the collaboration began as a training kit sponsorship valued at over $20 million for a single season. That initial investment already ranked among the highest in Premier League history for a non-main shirt sponsor. Now, with this upgraded sleeve placement, reports suggest the new three-year contract could be worth up to **£55 million** (approximately $69 million USD), according to the Daily Mail.
This sleeve sponsorship is more than just a branding exercise — it represents a deeper integration between sports, technology, and decentralized finance. Unlike traditional sponsorships limited to logo placement, OKX has been actively co-creating digital experiences for City’s fanbase, leveraging blockchain technology to offer exclusive NFTs, token-gated content, and interactive fan rewards.
With over 600 million followers across its global network of clubs under City Football Group, the platform offers unparalleled reach for Web3 brands aiming to build mainstream credibility.
Why Sleeve Sponsorships Matter
In recent years, sleeve placements have become increasingly valuable in football. Positioned on the left arm of match jerseys, they are highly visible during live broadcasts, player interviews, and social media content. Unlike main shirt sponsors — often constrained by national regulations or brand compatibility — sleeve partners enjoy greater flexibility, especially in high-growth sectors like fintech and crypto.
For OKX, this visibility aligns perfectly with its mission to bring blockchain technology into everyday life. By associating with a forward-thinking club like Manchester City — known for its data-driven management, technological adoption, and global youth appeal — OKX strengthens its position as a leader in the digital asset space.
Moreover, OKX already enjoys strong connections within the squad. Star players Jack Grealish and Alex Greenwood have individual endorsement deals with the exchange, allowing for authentic content creation that resonates with younger audiences who follow both football and digital trends.
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Fan-Centric Innovation Through Web3
One of the most compelling aspects of this partnership is its focus on real utility for fans. Rather than relying solely on advertising, OKX and Manchester City have launched several co-branded Web3 initiatives:
- Limited-edition NFT collectibles tied to key matches and milestones
- Gamified reward systems where fans earn points for engagement
- Exclusive virtual experiences, such as behind-the-scenes access or digital meetups
These efforts go beyond marketing; they represent a shift toward decentralized fan ownership models. Supporters aren't just passive viewers — they’re becoming active participants in the club’s digital ecosystem.
As Ferran Soriano, Chief Executive Officer at City Football Group, noted:
“Both OKX and Manchester City are leading companies driven by a passion for innovation. We have already seen great Web3 experiences designed by OKX for Manchester City’s global fan base — and there will be many more to come. This is a very exciting partnership.”
Such statements underscore a long-term vision where technology enhances connection, loyalty, and accessibility for fans worldwide.
What’s Next for Manchester City’s Commercial Strategy?
With OKX moving from training wear to matchday prominence, the club now has an opening to attract another brand for the training kit sponsorship slot. This creates an opportunity to diversify revenue streams without diluting brand value — a smart approach in an era where clubs seek multiple strategic partners rather than relying on single-title sponsors.
Fans will get their first look at the new sleeve branding during Manchester City’s preseason tour of Japan in July 2025. The tour not only serves as a competitive warm-up but also reinforces the club’s strong commercial presence in Asia — a region central to both OKX’s user base and City’s international growth strategy.
Additionally, the partnership may pave the way for future collaborations involving OKX’s broader ecosystem, including potential integrations with decentralized applications (dApps), wallet services, or even metaverse-based stadium experiences.
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Frequently Asked Questions (FAQ)
Q: When will OKX appear on Manchester City’s match shirts?
A: The branding will debut during Manchester City’s preseason tour of Japan in July 2025 and continue throughout the 2025/26 season on both men’s and women’s first-team kits.
Q: How much is the new OKX sponsorship deal worth?
A: While official figures haven’t been confirmed by the club, UK media reports estimate the three-year agreement to be worth around £55 million.
Q: Is OKX the main shirt sponsor for Manchester City?
A: No. The main front-of-shirt sponsorship remains separate. OKX holds the sleeve sponsorship and continues as the official training kit partner.
Q: Are other Premier League teams working with crypto brands?
A: Yes. Several clubs have partnered with cryptocurrency exchanges, though Manchester City’s multi-layered collaboration with OKX stands out for its depth and technological integration.
Q: Can fans interact with OKX through Manchester City?
A: Absolutely. Fans can participate in exclusive NFT drops, earn digital rewards, and access token-gated experiences created jointly by OKX and the club.
Q: Does this partnership include women’s football?
A: Yes. The agreement covers both the men’s and women’s first teams, ensuring equal visibility and investment across all elite squads at the club.
Final Thoughts
The upgraded partnership between Manchester City and OKX signals more than a financial transaction — it reflects a shared vision for the future of sports entertainment. As football becomes increasingly digital, clubs that embrace innovation will lead the next era of fan engagement.
By combining global athletic excellence with blockchain-powered interactivity, Manchester City and OKX are setting a benchmark for what modern sports partnerships can achieve. For fans, investors, and tech enthusiasts alike, this collaboration offers a glimpse into a world where sports fandom evolves beyond the stadium — into immersive, owned, and rewarding digital experiences.
And as the lines between physical and virtual fandom continue to blur, one thing is clear: the game has changed.