Premier League champions Manchester City, in collaboration with their official sleeve partner OKX, have introduced a new digital collectibles initiative. Titled “Unseen City shirts,” the campaign offers fans a series of artist-reimagined club shirts in the form of non-fungible tokens (NFTs), available to mint for free via the OKX platform.
Campaign Overview and Design Inspiration
The initiative combines football culture, digital art, and fan engagement through limited-edition virtual assets. Each shirt design is created by a selected artist and draws inspiration from symbols significant to Manchester’s identity.
The first shirt, released on April 22, is named “The roses and the bees.” Designed by artist Christian Jeffery, it incorporates the Lancashire rose and the Manchester worker bee—emblems deeply rooted in the city’s history and culture. A second unique design is scheduled for release on April 29.
How to Participate and Prize Structure
Supporters have the opportunity to mint these digital collectibles at no cost until April 25. Each NFT is algorithmically assigned a rarity tier:
- Classic
- Rare
- Ultra rare
Depending on the rarity level of the minted NFT, participants can win physical and experiential rewards, including:
- A limited-edition physical version of the digital shirt
- Hospitality tickets to a Manchester City home match
- A “play on the pitch” experience at the Etihad Stadium
There are five ultra-rare, 25 rare, and an unlimited number of classic NFTs available.
Strategic Vision: Web3 and Fan Experience
Nuria Tarré, Chief Marketing and Fan Experience Officer at City Football Group, emphasized the club’s forward-looking approach:
“Manchester City continually explores new and unique ways to engage with our global fanbase. We aim to be at the forefront of using emerging technology to enhance fan experience. The metaverse and Web3 form a key part of our innovation strategy.”
OKX became the club’s official sleeve partner in a multi-year agreement signed last June. Haider Rafique, Chief Marketing Officer at OKX, commented:
“This campaign allows us to engage fans authentically. We’ve taken something familiar—the football shirt—and reimagined it through creativity and technology.”
👉 Explore digital collectibles and fan rewards
Behind the Campaign: Creative and Marketing Execution
CAA Brand Consulting served as the activation agency for the initiative, assisting with creative planning and art direction. OKX led the marketing, design, and production efforts.
This is not the first collaborative Web3 project between Manchester City and OKX. The partners previously launched a metaverse-based coaching masterclass and were recognized at the Brand Film Awards EMEA 2023 for their animated piece, “Into the OKXverse with Manchester City.”
The Future of Fan Engagement and Immersive Technology
While digital initiatives are expanding, the club reiterates that virtual experiences are intended to complement—not replace—live football.
“Nothing replaces being in the stadium and feeling the energy of the fans,” Tarré noted. “But we are committed to making fan experiences more immersive through technology, whether via wearable devices, augmented reality, or digital collectibles.”
She added that the club is working with OKX and other partners to develop new technological innovations, though specific upcoming projects were not disclosed.
Frequently Asked Questions
What are the “Unseen City shirts”?
They are a series of digital collectibles (NFTs) featuring artist-redesigned Manchester City shirts. Fans can mint them for free and stand a chance to win physical and experiential prizes.
How can I get a digital shirt?
You need to mint the NFT through the OKX app before April 25. The process is free, and each minted shirt is randomly assigned a rarity level.
What can I win by participating?
Prizes range from limited-edition physical shirts and matchday hospitality packages to a play-on-the-pitch experience, depending on the rarity of your NFT.
Do I need to be tech-savvy to participate?
No. The process is designed to be user-friendly. Simply access the campaign via the OKX platform and follow the instructions to mint your digital shirt.
Will the club launch more digital initiatives like this?
Yes. Manchester City has stated that Web3 and the metaverse are key parts of their fan engagement strategy, with more innovations expected in the future.
Is there a cost associated with minting?
Minting is free, though standard network (gas) fees may apply depending on blockchain usage.