In a bold move that underscores growing confidence in the digital asset industry, OKX, one of the world’s leading cryptocurrency exchanges, has extended its multi-year sponsorship deal with Manchester City, committing over $70 million to remain an official partner of the English Premier League champions. Despite lingering skepticism in the sports world following the high-profile collapse of FTX, this renewed partnership signals a turning point for crypto sponsorships — one built on transparency, trust, and long-term brand alignment.
The deal reaffirms Manchester City’s commitment to innovation and global engagement, while positioning OKX at the forefront of responsible blockchain adoption in mainstream sports.
A Strategic Partnership Amid Industry Turbulence
When FTX’s dramatic implosion sent shockwaves across sports, finance, and technology sectors in late 2022, many brands paused or severed ties with cryptocurrency platforms. From MLB to the NBA, partnerships once seen as forward-thinking were suddenly viewed with suspicion. Yet Manchester City chose a different path — one grounded in due diligence and digital accountability.
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Rather than retreat, the club doubled down on its relationship with OKX, a decision influenced by the exchange’s transparent operations and verifiable financial health. Unlike FTX, which concealed massive shortfalls, OKX has consistently prioritized user protection through initiatives like Proof of Reserves (PoR) — a cryptographic verification system that proves customer funds are fully backed.
This level of transparency played a crucial role in reassuring Manchester City’s stakeholders during negotiations. As Haider Rafique, Chief Marketing Officer at OKX, revealed in a Coindesk interview:
“Our partners definitely wanted to know if we would be in a similar situation to FTX. Rather than answering those questions on an individual basis, we introduced them to our proof of reserves.”
For Manchester City, this wasn’t just about branding — it was about risk assessment, credibility, and aligning with a partner built to last.
What the Deal Includes
Under the expanded agreement, OKX maintains prominent visibility across multiple touchpoints:
- The OKX logo continues to feature on the sleeve of Manchester City’s match kits, seen by millions weekly across global broadcasts.
- Branding appears on training wear, integrating OKX into every phase of the team’s preparation.
- Exclusive fan engagement campaigns will launch throughout the season, leveraging blockchain technology for unique experiences — including NFT collectibles, token-gated content, and interactive rewards.
These elements go beyond traditional advertising. They represent a deeper integration between sport and Web3 innovation, offering fans new ways to connect with their favorite club.
Why Manchester City Stood by OKX
Football clubs don’t enter seven-figure deals lightly — especially post-FTX. So what set OKX apart?
1. Proof of Reserves as a Trust Signal
Post-FTX, Proof of Reserves became a baseline expectation for reputable exchanges. OKX was among the first to implement regular, third-party-audited PoR reports. These audits verify that user deposits are fully covered by liquid assets — eliminating the risk of hidden insolvency.
Manchester City’s internal review team scrutinized these reports closely. Passing their “litmus test” wasn’t just symbolic — it was a prerequisite for renewal.
2. Global Reach and Shared Values
Both organizations share a vision of global expansion and technological leadership. Manchester City has cultivated a massive international following, particularly in Asia and North America. OKX, with its strong presence in emerging markets and cutting-edge product suite, complements this strategy perfectly.
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3. Long-Term Stability Over Short-Term Gains
While some crypto firms pursued flashy one-off sponsorships, OKX focused on building lasting relationships. Their initial partnership began in 2022, and the consistent presence has helped normalize crypto branding in elite football — not as a fad, but as a sustainable collaboration.
The Bigger Picture: Crypto Sponsorships Reborn
The OKX-Man City deal is more than a financial transaction; it’s a case study in how responsible crypto companies can rebuild legitimacy in mainstream industries.
After FTX, the entire sector faced a credibility crisis. But rather than reject crypto outright, forward-thinking institutions like Manchester City have adopted a discerning approach — rewarding transparency and penalizing opacity.
Other leagues are watching closely. The NFL, Formula 1, and even Olympic committees have begun exploring regulated blockchain integrations. The message is clear: crypto isn’t gone — it’s evolving.
Key trends driving this shift:
- Increased regulatory clarity in jurisdictions like Dubai and Singapore
- Adoption of audit standards like Merkle tree-based PoR
- Focus on utility-driven Web3 experiences (e.g., digital collectibles, loyalty tokens)
OKX sits at the center of this transformation — not just as a sponsor, but as a model for how digital asset platforms can operate with integrity.
Frequently Asked Questions (FAQ)
Q: How much is the OKX sponsorship deal with Manchester City worth?
A: The renewed partnership exceeds $70 million, making it one of the largest and most enduring crypto sponsorships in football history.
Q: Is OKX regulated?
A: Yes. OKX holds licenses and operates under regulatory frameworks in multiple regions, including Dubai’s Virtual Assets Regulatory Authority (VARA), where it received MVP preparatory status.
Q: What is Proof of Reserves, and why does it matter?
A: Proof of Reserves is a cryptographic audit that proves an exchange holds sufficient assets to cover all user balances. It prevents fractional reserve practices and builds trust — especially critical after FTX’s collapse.
Q: Will OKX appear on Manchester City jerseys again?
A: Yes. The OKX logo will remain on the sleeve of matchday kits and across training apparel during the upcoming season.
Q: Are other football clubs considering crypto partnerships again?
A: Yes. Following Manchester City’s lead, several top European clubs are reevaluating crypto collaborations — but only with platforms that demonstrate full transparency and compliance.
Q: Does this mean crypto sponsorships are back?
A: Not universally — but responsibly operated platforms like OKX are paving the way for a more sustainable era of sports partnerships.
Looking Ahead: Beyond Branding
What makes the OKX-Man City relationship truly innovative is its potential beyond logos and ads. Both parties are exploring:
- Tokenized fan experiences: Allowing supporters to earn digital rewards through engagement
- NFT ticketing pilots: Enhancing security and reducing fraud in event access
- Metaverse activations: Virtual stadium tours and interactive match previews
These initiatives reflect a broader trend: fans no longer want passive observation — they want ownership, participation, and community.
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By aligning with OKX, Manchester City isn’t just accepting sponsorship revenue — they’re investing in the future of sports entertainment.
Final Thoughts
The $70 million deal between OKX and Manchester City is more than a comeback story — it’s a reset for crypto in sports. In an era defined by caution and scrutiny, this partnership proves that when transparency meets ambition, powerful alliances can thrive.
For fans, it means more immersive experiences. For the industry, it sets a new standard for accountability. And for brands considering blockchain collaborations, it offers a blueprint: prioritize proof over promises.
As football seasons come and go, legacies are defined not just by trophies — but by vision. And right now, both Manchester City and OKX are playing the long game.
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