Manchester City have unveiled a new 'unseen shirt' campaign in partnership with cryptocurrency sponsor OKX.
OKX, a leading crypto trading app which has more than 50 million customers globally, became City’s official cryptocurrency exchange partner back in March 2022 and after becoming their sleeve sponsor last year, their partnership has been taken a step further.
The ‘Unseen City Shirts' campaign features re-designed, commemorative football shirts that can be downloaded as digital collectibles (NFTs) by fans.
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The promotional photos show City's mens stars Erling Haaland, Sergio Gomez and Jeremy Doku as well as women's heroes Demi Stokes, Chloe Kelly, Ruby Mace all donning the rare shirt.
In March 2022, the partnership between Manchester City and OKX began, first expanding in July 2022 when the cryptocurrency firm became the club's official training kit partner for the treble winning 2022/23 season. After becoming the club's official shirt sleeve sponsor the following season, the brands have now partnered to create a never-seen-before shirt.
OKX today made available the first of two 'Unseen City Shirts' digital collectibles, called 'The Roses and the Bees' and designed by artist Christian Jeffery. In a homage to Manchester, the shirt includes the Lancashire Rose and the Manchester Worker Bee, an emblem of the city for generations.
These can be redeemed by fans across the globe for exclusive prizes through the OKX app. The prizes include match tickets to the Etihad Stadium, limited physical shirts, and even a chance to play on the pitch.
Commenting on the news, City Football Group’s Chief Marketing & Fan Experience Officer Nuria Tarré said: "Manchester City are continually exploring new and unique ways to engage with our global fanbase and aim to be at the forefront of the use of emerging technology to enhance fan experience.
The metaverse and Web3 are part of our innovative technology strategy and provide an exciting opportunity as we continue to offer touchpoints for fans in this emerging space, with digital collectible drops and metaverse-based experiences launched in recent years by the club. By collaborating with OKX, we continue to deliver unique, creative and innovative activations; we hope our fans enjoy this latest instalment with OKX.”
A second digital collectible shirt featuring another unique design - and more prizes to be won - will drop on 29 April.
Matthew Dove