The world of football and Web3 technology has taken a bold leap forward with the latest collaboration between Manchester City and OKX, a leading global cryptocurrency exchange and Web3 technology platform. Together, they have launched the “Unseen City” campaign—an innovative digital experience that brings fans closer to the club through exclusive, collectible digital jerseys released as non-fungible tokens (NFTs). This initiative marks a transformative moment in fan engagement, blending blockchain innovation with the passion of sports fandom.
👉 Discover how digital collectibles are changing the future of fan experiences.
Introducing ‘The Roses and the Bees’ – A Tribute to Heritage
The first drop in this digital collectible series, titled “The Roses and the Bees,” is now live on the OKX Web3 Marketplace via the OKX app. This unique collection pays homage to Manchester’s rich industrial and cultural legacy, featuring symbolic elements such as the Lancashire Rose and the Manchester Worker Bee—emblems deeply rooted in the city's identity.
Designed by acclaimed artist Christian Jeffery, the commemorative jersey merges artistic expression with local pride. The design isn’t just visually striking; it embodies the spirit of resilience, community, and innovation that defines both the club and its home city.
Fans can begin participating in the creation of their own “Unseen City” jerseys starting April 25, with each digital collectible randomly assigned a rarity tier upon minting: Classic, Rare, or Ultra Rare. These tiers determine the exclusivity of rewards tied to each NFT.
Unlocking Exclusive Rewards Through Digital Ownership
Owning one of these digital jerseys does more than serve as a badge of fandom—it unlocks access to real-world experiences and limited-edition prizes. Holders of the NFTs may receive:
- Limited-run physical jersey editions
- VIP matchday hospitality tickets at Etihad Stadium
- Behind-the-scenes club experiences
- Unique digital artwork and commemorative content
On April 29, a second digital jersey design will be released, offering fans another opportunity to engage and earn rewards. This phased rollout ensures sustained interaction, encouraging fans to return and participate across multiple touchpoints.
By integrating gamification with digital ownership, the campaign redefines what it means to support a global football brand—transforming passive viewers into active participants in a dynamic, tech-powered ecosystem.
Driving Fan Engagement Through Web3 Innovation
Haider Rafique, Chief Marketing Officer at OKX, expressed enthusiasm about the partnership, emphasizing how Web3 technology enables deeper, more meaningful connections with Manchester City’s international fanbase.
“Our goal is to use blockchain not just for transactions, but for transformation—reimagining how fans interact with their favorite teams. The 'Unseen City' campaign reflects OKX’s core values: creativity, technological advancement, and groundbreaking fan experiences.”
This vision aligns perfectly with Manchester City’s broader strategy to remain at the forefront of digital innovation in sports. Nuria Tarré, Chief Marketing & Fan Experience Officer at City Football Group, highlighted the club’s commitment to leveraging cutting-edge technologies like the metaverse and Web3 to create immersive, next-generation fan journeys.
“We’re constantly exploring new ways to engage our global supporters. Partnering with OKX allows us to deliver unique, creative experiences that resonate with modern fans who value authenticity, exclusivity, and innovation.”
Their collaboration stands as a testament to the club’s dedication to pushing boundaries beyond the pitch.
A Growing Partnership Rooted in Innovation
The alliance between OKX and Manchester City began in March 2022 and has evolved significantly since its inception. What started as a sponsorship has grown into a multifaceted relationship, with OKX serving as:
- Official Training Kit Partner
- Official Sleeve Partner
Through initiatives like the OKX Collective and previous campaigns such as “My Kit Campaign,” the partnership has successfully embedded the OKX brand into the fabric of Manchester City’s global outreach—reaching millions of football enthusiasts worldwide.
This synergy between sports and technology positions both organizations as pioneers in the convergence of fandom, blockchain, and digital collectibles.
👉 See how top sports brands are embracing Web3 to connect with fans.
Why This Campaign Matters for the Future of Sports
The “Unseen City” campaign isn’t just another marketing stunt—it’s a blueprint for the future of fan engagement. As traditional models of merchandise and ticketing face limitations, Web3 offers scalable, interactive alternatives that empower fans with true ownership and participation.
Key benefits include:
- Verifiable scarcity: Each NFT is uniquely identifiable, ensuring authenticity and value.
- Global accessibility: Fans from any country can participate without logistical barriers.
- Long-term utility: Future drops and integrations could link NFTs to season-long rewards or voting rights.
- Community building: Owners become part of an exclusive digital community tied to the club’s legacy.
With football clubs increasingly exploring digital twins in virtual stadiums and metaverse match experiences, campaigns like this lay the foundation for a fully immersive digital future.
Frequently Asked Questions (FAQ)
Q: What are NFTs, and how do they work in this campaign?
A: NFTs (non-fungible tokens) are unique digital assets verified using blockchain technology. In this campaign, they represent collectible digital jerseys that fans can own, collect, and use to unlock exclusive rewards from Manchester City.
Q: How can I participate in the 'Unseen City' campaign?
A: You can join by downloading the OKX app and accessing the Web3 Marketplace. From April 25 onward, you can create your digital jersey NFT and receive a random rarity tier that determines your rewards.
Q: Do I need cryptocurrency to take part?
A: Yes, you’ll need a Web3 wallet and funds (such as ETH or USDT) to mint your NFT on the OKX platform. The app provides step-by-step guidance for beginners.
Q: Are these digital jerseys transferable or tradable?
A: Yes, once minted, your NFT can be transferred or traded on supported marketplaces, giving you full control over your digital asset.
Q: Will there be more drops after April 29?
A: While specific details haven’t been announced yet, the phased rollout suggests ongoing engagement. Fans should stay tuned through official OKX and Manchester City channels for future updates.
Q: Can I win physical items through this campaign?
A: Absolutely. Reward tiers include limited-edition physical jerseys, VIP event tickets, and exclusive in-person experiences at Manchester City matches.
👉 Start your journey into digital collectibles today—join the movement redefining fan culture.
Final Thoughts: Merging Legacy With Innovation
The “Unseen City” campaign exemplifies how legacy institutions like Manchester City can embrace emerging technologies without losing their soul. By honoring local symbols like the Worker Bee and Lancashire Rose while deploying blockchain-powered engagement tools, the club bridges tradition with tomorrow.
For OKX, this project reinforces its role not just as a crypto exchange, but as a catalyst for cultural change in sports and entertainment. Together, they’re setting a new standard for what’s possible when innovation meets passion.
As Web3 continues to mature, expect more clubs—and brands across industries—to follow suit. But for now, Manchester City and OKX are leading the charge, proving that the future of fandom is already here.