A small quantity of Manchester City's "Unseen City Shirts" NFTs are connected through an algorithm to actual, limited-edition jerseys with hand-painted artwork and experiences from game days.

The specifics of the new campaign were discussed in an exclusive interview with Cointelegraph by Man City Chief Marketing and Fan Experience Officer Nuria Tarré and OKX CMO Haider Rafique.

Artist Christian Jeffrey hand-painted graphics of the Manchester worker bee and the Lancashire rose are featured on the limited collection shirts.

According to Rafique, an algorithm is used to determine how rare the NFTs are. A play-on-pitch experience, two tickets to a Manchester City game, and a limited-edition City shirt are up for grabs for five extremely uncommon NFTs.

Five more unique NFTs include a stadium tour, a hospitality pass, and a copy of "The Roses and the Bees."

create a jersey. The NFTs are free to mint within the OKX Marketplace for OKX users.

According to Nuria, the Premier League team is using the NFT launch as a part of their effort to draw in viewers who are "more tech-savvy, open to new innovations and technology." Another aspect that Man City wants to provide its supporters is digital ownership. Tarré clarified:

We believe it's critical that you be able to digitally own this piece. That, in my opinion, is one of Web3's best features. The ownership process is altered.

According to Man City's CMO, the team will keep investigating Web3's potential through its collaboration with OKX as well as other channels. According to Tarré, the club actively tests new technologies in Web2 and metaverse contexts.

Man City dared to into the world of Roblox in late 2022, with Tarré describing Web3 environments as the most progressing and exciting:

“Technology keeps on evolving and applications keep on evolving. You can add layers of sophistication, creation, and co-creation. We’re definitely willing to explore further.”

In recent years, Rafique has actively driven OKX’s high-profile sports partnerships with Manchester City and Formula 1 team McLaren. The exchange has been exploring different marketing initiatives to tap into the fan bases of these sporting brands.

The OKX CMO explained that the past three years have been spent laying foundational work to provide utility to sports fans and Web3 users. Starting with basic NFTs attached to physical goods aims to provide the platform to create more utility based ecosystems. Rafique said:

"t's not a lack of intention, in my opinion. I believe the issue is one of a lack of product and technological infrastructure, which will change as our collaboration and the industry develop.

OKX began its sponsorship relationship with Man City in March 2022 and went on to become the official training kit partner of the team for the 2022–2023 campaign. In June 2023, OKX then secured a new multi-year arrangement to become City's official sleeve