Manchester City, in collaboration with cryptocurrency exchange OKX, is launching a groundbreaking NFT collection, "Unseen City Shirts," offering fans exclusive access to rare jerseys and matchday experiences.

The campaign, part of a longstanding partnership between Manchester City and OKX, allows users to mint digital collectibles on the OKX app. These NFTs are algorithmically linked to unique, hand-painted football shirts featuring intricate designs by artist Christian Jeffery, incorporating elements like the Lancashire rose and the Manchester worker bee.

Haider Rafique, OKX's global chief marketing officer, explained that the rarity of the NFTs determines the rewards. Ultra-rare NFTs grant access to special experiences, including play-on-pitch opportunities and match tickets, while rare NFTs offer stadium tours and exclusive hospitality tickets.

Nuria Tarré, Manchester City's chief marketing and fan experience officer, highlighted the club's focus on engaging tech-savvy audiences through innovative initiatives like NFTs. Embracing Web3 technology, Tarré emphasized the importance of digital ownership and the club's commitment to exploring new digital realms.

The collaboration represents OKX's ongoing efforts to engage sports enthusiasts through strategic partnerships. Over the past years, OKX has cultivated relationships with major sports brands like Manchester City and McLaren, aiming to provide utility to fans within the Web3 ecosystem.

With the "Unseen City Shirts" campaign, Manchester City and OKX are not only offering exclusive collectibles but also paving the way for more utility-based ecosystems in the evolving landscape of Web3 technology. As the partnership progresses, both parties are poised to explore further innovations at the intersection of sports and blockchain technology.