In a bold move that signals confidence amid ongoing market turbulence, Seychelles-based cryptocurrency exchange OKX has solidified its presence in the world of global sports through a high-profile partnership with Manchester City Football Club. As the Official Training Kit Partner of the English Premier League champions, OKX is positioning itself at the intersection of digital innovation and mainstream fan engagement—proving that crypto’s influence extends far beyond blockchain networks.
This collaboration isn’t just about branding; it's a strategic play to deepen consumer awareness and trust in cryptocurrency, even during one of the most challenging periods in the industry’s history.
A Strategic Partnership Beyond the Pitch
Announced on July 10, OKX’s multi-faceted deal with Manchester City covers both the men’s and women’s training kits through mid-2023. Unlike traditional sponsorships limited to matchday jerseys, this agreement embeds OKX into the daily fabric of the club—from training sessions to behind-the-scenes content—offering consistent visibility across global media platforms.
The partnership was first initiated in March with a multi-million-dollar agreement designed to support Manchester City’s men's football, women's football, and esports teams, reflecting OKX’s commitment to inclusive growth and next-generation fan experiences.
“We are intentional about selecting partners who reflect this focus,” said Haider Rafique, Chief Marketing Officer at OKX. “Which means we didn’t spend the bull run making sports deals at an unsustainable rate.”
This measured approach underscores OKX’s long-term vision: building authentic relationships in sports rather than chasing short-lived marketing hype.
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Art Meets Football: Street Art Campaign Featuring Star Players
To amplify fan interaction, OKX has teamed up with renowned street artist Akse P19 and the Global Street Art Agency to create four exclusive murals across Manchester. Each artwork features iconic Manchester City players: Erling Haaland, Jack Grealish, John Stones, and João Cancelo.
What makes these installations truly interactive? Embedded QR codes within each mural allow fans to scan and enter for a chance to win season tickets in the sponsor’s hospitality box—a premium experience that blends physical art, digital technology, and real-world rewards.
This fusion of urban art, football stardom, and blockchain-powered interactivity exemplifies how crypto brands are redefining audience participation. It’s not just advertising—it’s experiential storytelling.
OKX: A Growing Force in the Crypto Ecosystem
Founded in 2017 by crypto entrepreneur Star Xu, OKX has rapidly emerged as the second-largest cryptocurrency exchange globally by spot trading volume and derivatives activity. With operations spanning over 180 markets and serving more than 20 million users, the platform supports major digital assets including:
- Bitcoin (BTC)
- Ethereum (ETH)
- Cardano (ADA)
Despite the broader market downturn—commonly referred to as the "crypto winter"—OKX continues to expand aggressively. In January alone, the exchange reported a staggering $761 billion in trading volume, surpassing industry giant Coinbase during that period.
Even more telling of its resilience, OKX announced plans to increase its workforce by 30%, aiming to reach 5,000 employees despite industry-wide layoffs elsewhere. This growth trajectory highlights strong internal fundamentals and investor confidence.
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The Broader Trend: Crypto's Deepening Ties With Sports
OKX isn’t alone in recognizing sports as a powerful channel for mainstream adoption. Across the globe, crypto firms are investing heavily in athletic partnerships:
- Binance, the world’s largest exchange, partnered with football legend Cristiano Ronaldo in June to launch a series of NFT collections aimed at global fans.
- Crypto.com signed a landmark $25 million, five-year deal with Australia’s AFL to promote women’s sports development.
- Paris Saint-Germain (PSG) recently launched exclusive NFT tickets priced at 180.37 ETH (~$207,000) for their Japan tour, offering VIP access, player meet-and-greets, and autographed memorabilia.
These initiatives reveal a clear trend: sports provide crypto brands with trusted institutions, passionate communities, and scalable engagement models—perfect conditions for education and adoption.
Why Now? Building Trust During a Bear Market
While many assume marketing slows during bear markets, forward-thinking companies like OKX see opportunity where others see risk. With fewer distractions and less speculative noise, now is an ideal time to build brand equity and educate users.
By aligning with respected institutions like Manchester City, OKX enhances its credibility and reaches audiences who may be unfamiliar with crypto—but deeply loyal to football. The integration of QR codes and NFT-based experiences also serves as a gentle on-ramp for new users to explore blockchain technology in familiar contexts.
This strategy aligns perfectly with search intent: users searching for “crypto and football,” “NFT fan experiences,” or “best cryptocurrency exchanges” are met with relevant, trustworthy content that answers both informational and transactional queries.
👉 Learn how blockchain is transforming fan experiences in modern sports.
Frequently Asked Questions (FAQ)
Why did OKX partner with Manchester City?
OKX partnered with Manchester City to increase global brand visibility, engage passionate sports fans, and promote educational initiatives around cryptocurrency in a trusted environment.
What does "Official Training Kit Partner" mean?
It means OKX’s logo appears on all training apparel worn by Manchester City’s men’s, women’s, and academy teams during practice sessions, press events, and promotional activities—offering high-frequency exposure without matchday restrictions.
Are the street art QR codes still active?
While activation periods vary, the QR codes were live during the campaign launch in July. Winners were selected based on participation timelines set by OKX and Global Street Art Agency.
How is OKX different from other crypto exchanges?
OKX stands out due to its high liquidity, broad asset selection, advanced trading tools (including derivatives), and aggressive investment in user education and real-world partnerships like sports sponsorships.
Is OKX available worldwide?
Yes, OKX operates in over 180 countries and regions, serving more than 20 million users globally. However, certain services may be restricted depending on local regulations.
What role do NFTs play in football sponsorships?
NFTs enable clubs and sponsors to offer unique digital collectibles, exclusive experiences (like VIP events), and new revenue streams while deepening fan loyalty through ownership and interactivity.
By combining strategic sports partnerships, innovative fan experiences, and sustained business growth, OKX is proving that strength in crypto isn't measured solely by price charts—but by vision, execution, and real-world impact.