English Premier League champions Manchester City have officially expanded their existing relationship with cryptocurrency exchange OKX. The company is now the club's official training kit partner for the 2022/23 season, a significant expansion of their multi-year partnership initially announced in March.
This high-profile agreement, reported to be valued at over US$20 million, places the OKX brand prominently on the training wear of both the men's and women's first teams. Furthermore, OKX has been named the presenting partner for the club's global Premier League trophy tour, significantly increasing its visibility among the club's massive international fanbase.
Partnership Activation and Global Reach
The expanded collaboration includes an ambitious schedule of global fan engagement events. Activations are planned in traditional football markets like France and Spain, as well as in key growth regions including the UAE, South Korea, and—for the first time—Mexico, Norway, and South Africa. This global tour is designed to bring the Premier League trophy closer to supporters worldwide while showcasing the OKX brand.
To celebrate the new deal, the club and its partner commissioned a unique artistic project. Renowned street artist Akse P19, in collaboration with the Global Street Art Agency, has created a series of murals featuring Manchester City stars Erling Haaland, Jack Grealish, João Cancelo, and John Stones. These artworks are displayed across four locations in Manchester, serving as a permanent testament to the partnership.
Adding an interactive element for fans, each mural features a QR code. Supporters can scan the code for a chance to win a highly coveted season ticket for the official OKX box at the Etihad Stadium, the club's home ground.
Shared Values of Training and Education
Senior executives from both organizations emphasized that the partnership is rooted in a shared philosophy centered on preparation, learning, and continuous improvement.
The Global Chief Marketing Officer of OKX, Haider Rafique, drew a direct parallel between athletic and financial training. "The real grit and perseverance is built on the training ground. This is the way we want to nurture new users on our platform," he stated. "Being Man City’s official training kit partner helps us extend that mindset from the training ground over to our trading app community."
Rafique elaborated on this concept, encouraging the OKX user base to adopt the disciplined approach of elite athletes. He highlighted the company's demo trading feature as a crucial tool for education, allowing users to practice and build confidence before engaging with live markets, mirroring how players train before a competitive season. 👉 Explore more strategies for disciplined practice
Roel de Vries, Group Chief Operating Officer at City Football Group, echoed this sentiment, noting the alignment between the two organizations. "OKX and Man City are aligned on values such as innovation and success and for both parties, everything starts with training and education." He expressed excitement about continuing to develop innovative fan experiences throughout the coming year.
Frequently Asked Questions
What is the nature of Manchester City's partnership with OKX?
OKX is the official cryptocurrency exchange partner of Manchester City and now also serves as the club's official training kit partner for the 2022/23 season. This involves branding on training wear and collaborative global fan engagement projects.
How can fans participate in the promotions related to this deal?
Fans can engage with the partnership through global trophy tour events and by scanning QR codes on special murals in Manchester. Scanning the code enters them into a draw to win a season ticket for the OKX box at the Etihad Stadium.
What does OKX hope to achieve with this sports sponsorship?
OKX aims to leverage the shared values of training and education to connect with a global audience. The partnership provides a platform to educate newcomers about cryptocurrency and offer existing users the tools to participate responsibly, using the metaphor of athletic training.
Which players are featured in the promotional murals?
The street art murals commissioned for this campaign feature four first-team players: striker Erling Haaland, midfielder Jack Grealish, and defenders João Cancelo and John Stones.
Is this partnership only focused on the men's team?
No, the training kit partnership extends to both the Manchester City men’s and women’s first teams, with the OKX branding appearing on the training wear of all players.
Where will the global trophy tour visit?
The tour is scheduled to visit several countries, including France, Spain, the UAE, South Korea, Mexico, Norway, and South Africa, as part of the fan engagement activations. 👉 View real-time engagement tools