Crypto exchange and Web3 tech firm OKX has announced an expanded partnership with Manchester City, becoming the latest company in the digital asset space to push into sports as the treble-winning club’s shirt sleeve sponsor.

The partnership was first established in March 2022. OKX’s branding was added to the club’s training kit in July 2022, however this marks the greatest exposure for the Star Xu-founded exchange.

The expanded partnership was revealed at an event at Manchester City’s Etihad stadium on Friday morning, with City Football Group chief executive officer Ferran Soriano announcing that the OKX brand will feature on the left sleeve of both the men’s and women’s first team playing kits and will retain its position on the left sleeve of the first team training kits, in addition to appearing across further digital and physical club assets.

The pair have also heavily collaborated in cyberspace, via a series of Web3 experiences to connect fans with Manchester City players.

Soriano said: "We are very proud to have OKX represented on the sleeve of the Manchester City shirt. Both OKX and Manchester City are leading companies driven by a passion for innovation. We have already seen great Web3 experiences designed by OKX for Manchester City’s global fan base and there will be many more to come. This is a very exciting partnership.”

Haider Rafique, chief marketing officer at OKX, said: "The sleeve partnership brings us closer to City fans across the globe, and we look forward to collaborating to create unique, exciting and innovative engagements through Web3 technology. As the Club's Official Cryptocurrency Exchange Partner, fans can expect amazing things every time they interact with OKX."

Earlier this month OKX confirmed that it is seeking regulatory approval to operate in Dubai in an effort to expand its Middle East operations. The company plans to hire 30 staff after opening an office last month in the Dubai World Trade Centre.

The news comes at a time of heightened scrutiny for crypto exchanges, with the US Securities and Exchange Commision (SEC) suing major firms Binance and Coinbase for alleged breaches of rules. Crypto-related companies are increasingly looking towards regulators like the Virtual Asset Regulatory Authority (VARA) of Dubai as traditional regulators in the US, UK and Europe continue to approach digital assets with heavy scepticism.

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