Premier League champions Manchester City have announced a new eight-figure partnership with cryptocurrency trading platform OKX, who will become the official training kit partner for both men's and women's teams.
Key Details of the Manchester City-OKX Partnership
- Partnership Type: Training kit sponsorship (replacing Expo 2020 Dubai)
- Duration: Initial one-season agreement
- Scope: Covers both Manchester City men's and women's teams
- Value: Reported to be worth tens of millions per season
This deal expands on OKX's existing relationship with Manchester City, which began in March 2022 when the platform became the club's official cryptocurrency exchange partner.
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Strategic Alignment Between Club and Sponsor
Roel de Vries, COO of City Football Group, emphasized the shared values between the organizations:
"OKX and Man City are aligned on values such as innovation and success. For both parties, everything starts with training and education."
The partnership reflects Manchester City's continued commercial growth following their 2021-22 Premier League title win. OKX plans to leverage the relationship to promote what it calls a more disciplined approach to cryptocurrency trading.
Crypto's Growing Influence in Football
This agreement continues the trend of cryptocurrency companies investing heavily in sports sponsorships:
- Manchester United: £20m/year deal with Tezos (February 2022)
- Multiple Clubs: Various NFT and fan token initiatives
Despite recent cryptocurrency market volatility, major football clubs continue to attract significant deals from the sector. However, some fan groups have expressed concerns about crypto-related partnerships.
OKX's Unique Marketing Approach
OKX Chief Marketing Officer Haider Rafique outlined their distinctive strategy:
"We're saying fortune doesn't favour the brave, it favours the trained and disciplined. We want to help people understand trading risks and develop proper discipline."
The company plans to use Manchester City players in campaigns drawing parallels between athletic training and trading discipline, positioning itself differently from competitors like Crypto.com.
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FAQ: Manchester City's OKX Partnership
How long is the OKX-Manchester City deal?
The initial agreement covers one season, with financial terms reported to be in the tens of millions.
What does this sponsorship include?
OKX branding will appear on training kits for both men's and women's teams, replacing previous sponsor Expo 2020 Dubai.
Why did Manchester City choose OKX?
The club cited shared values around innovation, success, and the importance of training/education in both sports and trading.
How is OKX different from other crypto sponsors?
OKX emphasizes disciplined trading practices rather than speculative approaches common in crypto marketing.
Will this affect ticket prices or club finances?
While financial details aren't public, such sponsorships typically provide additional revenue that supports club operations and player investments.
Are fans happy about crypto sponsorships?
Reception has been mixed, with some supporters concerned about cryptocurrency volatility and environmental impact, though OKX reports minimal negative feedback so far.
The Future of Crypto in Football
As Manchester City begins this new chapter with OKX, the partnership represents both the growing commercialization of elite football and cryptocurrency companies' desire to reach mainstream audiences through sports. The deal's success may influence how other clubs approach similar partnerships in the evolving digital asset landscape.