On Friday, June 30, Okx announced an expansion of its existing partnership with recent Champions League winners, Manchester City Football Club. The partnership entails Okx, which previously sponsored the club’s training kit, becoming the sleeve sponsor for both the men’s and women’s teams. Haider Rafique, the company’s CMO, expressed hopes that the deal will enhance visibility and generate interest in the broader blockchain industry.
In recent years, a host of crypto companies have partnered with sports brands on similar ventures.
Notable mentions include Crypto.com teaming up with the Ultimate Fighting Championship (UFC), and also Binance who partnered with football teams like FC Shakhtar, Lazio from Italy, and Porto from Portugal.
What Will Okx Get From the Partnership?
For Okx, chief marketing officer Hiader Rafique hopes that the deal will help rally the company’s workforce, as well as the wider blockchain community.
Speaking on Friday at the launch event, Rafique stated that, “Typically when you do these deals the perception is that it is designed to boost exposure and growth. For us, it was a way to bring employees together and get the team excited. So there is quantitative success, but also qualitative success.”
He added that, “Two years ago, we were a brand recognized in Asia, but not in the Western world, so with the success (Manchester City) has had over the years, we have become visible on a global stage. So, the amplification this partnership brings is not just Okx, but the entire industry.”
Man City Is Digitizing Its Fan Base
Manchester City currently has around 600 million global fans, with only 3-4% based in the United Kingdom, according to CEO Ferran Soriano.
Soriano hopes the partnership will help grow the team’s digital assets, giving more fans access to engage with the football club and its players.
The team completed an unprecedented “treble” this past year, winning the Champions League, Premier League, and FA Cup, which has helped make Manchester City one of the biggest names in the sport.
Soriano believes that Okx’s commitment to winning is a perfect fit for the ethos at Manchester City.
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