Manchester City have cemented their status as one of the world’s most commercially powerful football clubs with the announcement of a major new sponsorship agreement. The Premier League, FA Cup, and Champions League treble winners have signed a multi-year sleeve partnership with OKX, a leading global cryptocurrency exchange, in a deal reportedly worth over £55 million.
This high-profile collaboration marks a significant expansion of the existing relationship between the two parties. Following a successful season as Manchester City’s official training kit partner in 2022/23, OKX now takes a more prominent position by becoming the club’s shirt sleeve sponsor for both the men’s and women’s first teams across all competitive and training kits.
A Landmark Deal in Football and Crypto Partnership
The three-year agreement sees the OKX logo displayed on the left sleeve of Manchester City’s jerseys—a prime branding location that ensures visibility across domestic and international broadcasts, social media platforms, and fan merchandise. As one of the most-watched clubs in world football, especially following their historic treble in 2023, this partnership offers unparalleled exposure for the digital asset platform.
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The deal reflects a growing trend of convergence between elite sports and blockchain technology. With increasing mainstream acceptance of cryptocurrencies and Web3 innovations, brands like OKX are leveraging high-impact sponsorships to build trust, awareness, and user engagement on a global scale.
For Manchester City, the partnership is another milestone in their aggressive commercial strategy under CEO Ferran Soriano. The club is projected to surpass £700 million in annual revenue, setting a new benchmark for English football and positioning themselves at the top of the Deloitte Football Money League.
Commercial Momentum After Historic Treble Success
City’s unprecedented achievement—winning the Premier League, FA Cup, and UEFA Champions League in a single season—has translated into extraordinary financial gains. Reports estimate that the club earned approximately £300 million from their on-pitch success alone, factoring in prize money, broadcast rights, and commercial bonuses.
Additionally, merchandise sales surged by 80% compared to the previous season, driven by global fan enthusiasm and the iconic status of players like Erling Haaland, Kevin De Bruyne, and Phil Foden. The release of the 2023/24 home kit further boosted retail performance, reinforcing the club’s dominance not just on the pitch but in the marketplace.
Ferran Soriano emphasized that sustained investment in quality football and strategic branding has fueled this growth:
“It’s about hard work—we haven’t done anything out of the ordinary. This year our revenues are going to be above £700m. This is the British record and we are probably No. 1 in Europe and also the world. We have a good football club, we play very good football and we win. That helps us sell more merchandise.”
Expanding Digital Engagement Through Strategic Partnerships
The collaboration with OKX goes beyond traditional sponsorship. It aims to create innovative fan experiences through digital collectibles, NFT integrations, and exclusive content accessible via blockchain platforms. These initiatives align with Manchester City’s broader vision of engaging younger, tech-savvy audiences who expect interactive and immersive brand interactions.
Such forward-thinking strategies place City at the forefront of sports digital transformation. By integrating fintech partnerships into their ecosystem, they not only diversify revenue streams but also future-proof their commercial model against shifting consumer behaviors.
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Strengthening Global Brand Presence
While OKX gains visibility through matchday branding, the partnership also includes co-branded marketing campaigns, social media activations, and community events. These efforts target key growth markets including Asia, the Middle East, and North America—regions where both Manchester City and OKX are actively expanding their reach.
Moreover, the inclusion of the women’s team in the sponsorship underscores City’s commitment to gender equality in sport and reflects the rising commercial value of women’s football. With increased media coverage and fan support, the Women’s Super League is becoming an attractive space for premium brand partnerships.
Complementary Commercial Moves
In addition to the OKX deal, Manchester City recently announced a new partnership with Asahi Super Dry 0.0%, naming the non-alcoholic beer brand as their official training kit partner for the 2023/24 season. This multi-faceted approach to sponsorship allows the club to maximize brand alignment across different industries—from beverage to technology—without diluting messaging or audience focus.
These strategic alliances highlight a well-balanced commercial portfolio that blends innovation, tradition, and global appeal.
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Frequently Asked Questions (FAQ)
Q: How much is Manchester City’s new deal with OKX worth?
A: The multi-year shirt sleeve sponsorship deal with OKX is valued at over £55 million, making it one of the most significant crypto-related sports partnerships in UK football history.
Q: Where will the OKX logo appear on Manchester City’s kits?
A: The OKX branding will be featured on the left sleeve of both the men’s and women’s first-team playing and training kits for all official matches and training sessions.
Q: Has OKX worked with Manchester City before?
A: Yes. OKX was previously the club’s official training kit partner during the 2022/23 season before upgrading to a shirt sleeve sponsorship role starting in 2023/24.
Q: Why are football clubs partnering with cryptocurrency brands?
A: Crypto companies use football sponsorships to enhance global visibility and credibility. In return, clubs gain access to new revenue streams and opportunities for digital fan engagement through blockchain technology.
Q: Is this deal affected by Manchester City’s ongoing Premier League charges?
A: There is no public indication that the OKX sponsorship has been impacted by the club’s unresolved financial fair play investigation. Commercial partners continue to express confidence in City’s operations.
Q: Does the sponsorship include women’s football?
A: Yes. The agreement covers both Manchester City Men’s and Women’s first teams, reflecting the club’s integrated approach to branding and equality in sport.
With sustained success on the pitch and visionary commercial development off it, Manchester City are redefining what it means to be a modern football superclub—bridging tradition with innovation, sport with technology, and local roots with global ambition.