In a bold fusion of football and digital innovation, Manchester City has teamed up with its sleeve sponsor OKX to launch a groundbreaking NFT campaign: Unseen City Shirts. This initiative reimagines the club’s iconic kit as digital collectibles, offering fans a unique way to engage with their favorite team through Web3 technology.
The campaign marks another milestone in Manchester City’s ongoing exploration of immersive fan experiences in the metaverse and blockchain space. Designed to celebrate the spirit of Manchester while embracing cutting-edge tech, the project allows supporters to mint free NFTs in exchange for a chance to win exclusive prizes.
A Digital Tribute to Manchester
The first NFT shirt, titled “The Roses and the Bees,” was released on April 22 and features artwork by renowned digital artist Christian Jeffery. The design pays homage to Manchester’s rich heritage by blending two powerful symbols: the Lancashire rose and the industrious Manchester worker bee. These emblems represent both the city’s historical roots and its resilient, forward-thinking identity.
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A second NFT shirt is scheduled to drop on April 29, continuing the theme of reimagining club culture through artistic expression and blockchain innovation. Fans have until April 25 to mint the first edition, with each digital collectible randomly assigned one of three rarity levels: Classic, Rare, or Ultra Rare.
Only five Ultra Rare NFTs exist, making them the most sought-after pieces in the collection. Additionally, there are 25 Rare editions, while Classic versions are available in unlimited quantities.
Exclusive Rewards for Digital Collectors
Owning an NFT from this limited release unlocks access to real-world rewards tied to the level of rarity:
- Ultra Rare holders may win a limited-edition physical version of the specially designed shirt.
- Rare collectors could receive hospitality tickets to an upcoming Manchester City match.
- Classic tier participants still have a chance to earn unique digital memorabilia and other club-related experiences.
One of the most exciting potential prizes is a play-on-pitch experience — a once-in-a-lifetime opportunity for fans to step onto the Etihad Stadium turf and live out their football dreams.
This gamified approach not only boosts engagement but also strengthens emotional connections between the club and its global fanbase.
Pioneering Web3 in Sports Entertainment
Nuria Tarré, Chief Marketing and Fan Experience Officer at City Football Group, emphasized the club’s commitment to innovation:
“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.”
She added that the metaverse and Web3 are integral parts of the club’s long-term technology strategy. Over recent years, Manchester City has launched several digital initiatives, including virtual stadium tours, NFT drops, and interactive metaverse events — all designed to create deeper touchpoints for fans beyond traditional matchday experiences.
While nothing can replace the electric atmosphere of being inside the stadium, Tarré believes technology can help replicate that energy in digital spaces — whether through wearable devices, AR glasses, or immersive headsets.
“We work with OKX and many other partners in developing some of these new technologies,” she said. “I can't disclose much more now — but stay tuned.”
OKX: Driving Innovation Through Partnership
OKX’s collaboration with Manchester City began in March 2022 and has since evolved into one of the most visible sports-tech partnerships in football. Initially joining as a training kit partner for the 2022–23 season, OKX became the club’s official sleeve sponsor in June 2023 under a multi-year agreement.
Haider Rafique, OKX’s Chief Marketing Officer, highlighted the authenticity behind the campaign:
“The 'Unseen City Shirts' campaign allows us to engage fans in an authentic way that is true to OKX’s values — taking something familiar and reimagining it with creativity, technology, and innovation.”
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This synergy between sport and technology has already earned industry recognition. In 2023, OKX and CAA Brand Consulting won a prestigious Brand Film Award EMEA for their animated short “Into the OKXverse with Manchester City,” which transported viewers into a vibrant digital world inspired by the club.
Creative Execution Behind the Campaign
The Unseen City Shirts campaign was brought to life by CAA Brand Consulting, serving as the activation agency responsible for creative planning and art direction. Working closely with OKX’s internal marketing, design, and production teams, they ensured a seamless blend of football culture, regional symbolism, and digital artistry.
Their previous collaborations include a metaverse coaching masterclass in 2023, where fans interacted with Man City legends in a virtual environment — further proving that Web3 isn’t just about speculation, but about building meaningful experiences.
More such initiatives are reportedly in development, though details remain under wraps for now.
Frequently Asked Questions (FAQ)
Q: How do I mint an Unseen City Shirt NFT?
A: Fans can mint the NFT for free via the OKX app during the designated period (April 22–25). No purchase is required.
Q: Are there any costs involved in participating?
A: No. Minting the NFT is completely free. However, users must have an active OKX account to participate.
Q: What blockchain is used for these NFTs?
A: While not explicitly stated, OKX typically supports eco-friendly chains like Polygon for low-cost, fast transactions — ideal for mass fan engagement.
Q: Can I sell my NFT after minting it?
A: Yes. Once minted, the NFT belongs to you and can be traded on compatible marketplaces, subject to platform rules.
Q: How are winners selected for prizes?
A: Winners are chosen randomly based on NFT rarity. Holders will be notified directly through the OKX app if they’ve won.
Q: Will there be more NFT drops in the future?
A: Given Manchester City’s consistent investment in Web3 and their partnership with OKX, future drops are highly likely.
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Looking Ahead: The Future of Fan Engagement
As sports organizations seek deeper connections with digitally native audiences, campaigns like Unseen City Shirts signal a shift toward experiential ownership. By combining regional pride, artistic vision, and blockchain utility, Manchester City and OKX are setting a new standard for what fan engagement can look like in 2025 and beyond.
With continued innovation expected from this dynamic partnership, one thing is clear: the future of football fandom isn’t just on the pitch — it’s in your digital wallet.
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