Manchester City, a Premier League football club, is set to launch a unique nonfungible token (NFT) collection that gives fans the opportunity to win exclusive jerseys and matchday experiences. The campaign, called “Unseen City Shirts,” is part of the club’s ongoing partnership with cryptocurrency exchange OKX. Fans can mint digital collectibles on the OKX app, with the chance to win redesigned football shirts that feature hand-painted elements by artist Christian Jeffery. Sergio Gómez, Erling Haaland, and Jérémy Doku, stars of Manchester City, can be seen modeling the limited edition “The Roses and the Bees” jerseys in the collection. Cointelegraph spoke with Haider Rafique, the global chief marketing officer of OKX, and Nuria Tarré, the chief marketing and fan experience officer of Manchester City, to discuss the campaign in detail. Rafique explained that the rarity of the NFTs is determined algorithmically, with five ultra-rare NFTs granting access to a play-on-pitch experience, tickets to a match, and a limited-edition City shirt. In addition, five rare NFTs offer a stadium tour experience, a hospitality ticket, and a “The Roses and the Bees” design jersey. Tarré stated that the NFT launch is part of the club’s strategy to attract tech-savvy audiences who are open to new innovations and technology. She also emphasized Man City’s interest in bringing digital ownership to its fans. The club plans to explore Web3 possibilities through its partnership with OKX and other avenues, as it has previously experimented with new technology in Web2 and metaverse environments. Tarré described Web3 environments as the most exciting and progressive. OKX has been actively pursuing high-profile sports partnerships with Manchester City and Formula 1 team McLaren, with Rafique spearheading these efforts. The exchange aims to tap into the fan bases of these sporting brands through various marketing initiatives. Rafique noted that the past three years have been dedicated to laying the foundation for providing utility to sports fans and Web3 users. Starting with basic NFTs attached to physical goods is a way to create a platform for more utility-based ecosystems. OKX initially partnered with Manchester City in March 2022 and has since expanded its sponsorship, becoming the club’s official training kit partner for the 2022-2023 season. In June 2023, OKX secured a new multiyear agreement to become City’s official sleeve partner.
Rare NFTs inspire exclusive jersey collaboration between Man City and OKX