In a groundbreaking move at the intersection of sports, technology, and fan engagement, Premier League champions Manchester City have partnered with global cryptocurrency exchange and Web3 innovator OKX to launch the 'Unseen City Shirts' campaign. This initiative introduces a series of redesigned, digital-only football jerseys, available as non-fungible tokens (NFTs) that fans can collect through the OKX app.
This collaboration represents a significant step forward in how sports franchises interact with their global fanbases, utilizing Web3 technology to offer unique digital assets and exclusive real-world experiences.
The 'Unseen City Shirts' Collection
The campaign has launched with its first digital collectible, titled 'The Roses and the Bees'. This commemorative shirt, designed by artist Christian Jeffery, is deeply rooted in Manchester's identity. It features iconic local symbols, including the Lancashire Rose and the Manchester Worker Bee, paying tribute to the city's rich industrial heritage and community spirit.
Fans have the opportunity to mint their own version of this digital collectible through the OKX Web3 Marketplace, which is accessible via the OKX app. The minting window for this first design is open until April 25.
How the Minting and Rarity System Works
When a fan mints a digital jersey, it is randomly assigned one of three rarity levels:
- Classic: The standard version of the collectible.
- Rare: A less common variant.
- Ultra Rare: The most exclusive version.
This tiered system not only adds an element of excitement for collectors but also unlocks the potential for significant rewards. Owning a digital collectible enters fans into draws for exclusive prizes.
Exclusive Prizes and Fan Experiences
The partnership goes beyond digital ownership by bridging into the physical world. Holders of these digital jerseys have a chance to win tangible, high-value experiences, including:
- Limited-edition physical versions of the specially designed shirts.
- Premium hospitality tickets to Manchester City home matches.
- A once-in-a-lifetime on-pitch experience at the Etihad Stadium.
This blend of digital and physical benefits is a core feature of modern Web3 fan engagement strategies.
A Second Release and Ongoing Innovation
The innovation continues with the announcement of a second digital collectible shirt. Scheduled for release on April 29, this asset will feature a completely different design, offering fans a new artistic interpretation of the club's identity and a fresh opportunity to win prizes. This staggered release strategy is designed to maintain engagement and provide recurring value to the global fanbase.
Executive Insights on the Partnership
Senior executives from both organizations have highlighted the strategic importance of this initiative.
Haider Rafique, Chief Marketing Officer at OKX, stated, “Our goal is to use Web3 technology to engage Manchester City’s global fanbase in an authentic way. This campaign is a true reflection of OKX’s values, bringing together creativity, technology and innovation to re-imagine how fans can interact with their favourite club.”
Nuria Tarré, Chief Marketing & Fan Experience Officer at City Football Group, commented on the club's forward-thinking approach: “At Manchester City, we are always exploring new and innovative ways for our fans to engage with the Club, whether that is through the physical or digital space. Our partnership with OKX allows us to combine emerging technologies, like the metaverse and Web3, to deliver unique and creative experiences for our fans all over the world.”
The Evolution of the OKX and Manchester City Partnership
The collaboration between OKX and Manchester City began in March 2022 and has steadily expanded in scope and ambition. OKX currently serves as the Club’s Official Cryptocurrency Exchange Partner, Official Training Kit Partner, and Official Sleeve Partner.
Previous collaborative projects, such as the OKX Collective and the ‘my fabric’ episodic campaign, have successfully introduced the OKX brand to millions of football fans globally. This latest venture into digital collectibles further cements the partnership's role as a leader in merging elite sports with cutting-edge technology 👉 Explore more about digital collectibles.
Frequently Asked Questions
What are the 'Unseen City Shirts'?
They are a series of digital collectibles (NFTs) featuring redesigned Manchester City jerseys. Created in partnership with OKX, these NFTs allow fans to own a unique piece of digital art and enter for a chance to win exclusive physical prizes and experiences.
How can I get a digital jersey?
You need to mint one through the OKX Web3 Marketplace, which is found within the OKX app. The first design, 'The Roses and the Bees,' is available for minting until April 25.
What can I win by owning one?
Prizes are randomly awarded based on the rarity of your minted NFT and include limited-edition physical jerseys, VIP matchday hospitality tickets, and unique on-pitch experiences at the Etihad Stadium.
Is a second design coming?
Yes, a second digital collectible with a different design is scheduled to be released on April 29, offering new artwork and additional chances to win rewards.
Do I need to be a crypto expert to participate?
No, the process is designed to be accessible to all fans. The OKX app provides a user-friendly platform for minting and storing your digital collectible, even for those new to Web3 technology.
What is the broader goal of this campaign?
The initiative aims to leverage Web3 and blockchain technology to create authentic, innovative, and rewarding new ways for Manchester City's massive global fanbase to connect with the club beyond traditional means.