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This initiative is part of Manchester City’s ongoing partnership with cryptocurrency exchange OKX.
The collection will offer fans the opportunity to secure unique jerseys and exclusive matchday experiences through the minting of NFTs on the OKX app.
The NFTs in question are not just digital assets; they are tied to physical rewards.
Depending on their rarity, these collectibles can unlock special redesigned football shirts and other experiences.
For instance, the rarest among them, only five in number, will provide holders with an opportunity to play on Manchester City’s pitch, receive two match tickets, and own a limited-edition City jersey.
Another set of five rare NFTs will grant access to a stadium tour, a hospitality ticket, and a jersey adorned with “The Roses and the Bees” design, celebrating local symbols like the Lancashire rose and the Manchester worker bee.
These jersey designs have been crafted by artist Christian Jeffery, featuring hand-painted motifs.
Discussing the launch, Nuria Tarré, Man City’s chief marketing and fan experience officer, highlighted the campaign as an appeal to a more technologically inclined audience. She stated, “We think it’s important that you can own this piece digitally.
“I think that’s one of the beauties of Web3 — it changes the ownership process.”
This reflects the club’s broader strategy to integrate more Web3 and digital ownership concepts to engage their fan base.
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Haider Rafique, OKX’s global chief marketing officer, detailed the technical side, noting that the rarity of these NFTs is algorithmically determined, ensuring a fair distribution of the coveted items.
He also mentioned that the past three years have involved foundational efforts to build products that connect sports fans and Web3 users.
“I don’t think it’s a lack of intention. I think it’s a lack of product and technology infrastructure, which will come as the industry progresses and as our partnership progresses,” Rafique explained.
OKX’s relationship with Manchester City began in March 2022, and has since deepened, with OKX becoming the club’s official training kit partner for the 2022–2023 season and later the official sleeve partner in a multiyear deal starting June 2023.
Tarré remarked on the ongoing evolution of technology and its applications, expressing enthusiasm about the possibilities: “Technology keeps on evolving and applications keep on evolving.
“You can add layers of sophistication, creation, and co-creation. We’re definitely willing to explore further.”
This NFT launch, thus, stands as a testament to Manchester City’s commitment to innovation and digital engagement, promising to offer both novelty and utility to its global fanbase.