English Premier League champions Manchester City have officially announced a new three-year shirt sponsorship agreement with a leading global cryptocurrency exchange platform, OKX. The deal, reportedly valued at over £55 million, marks a significant commercial step for the club as it seeks to capitalize on its recent on-field successes.
The agreement covers the sleeve sponsorship on both the men's and women's first-team kits, with an estimated annual value of approximately £18 million. This partnership expands upon an existing relationship; the club previously had a separate training kit sponsorship deal with the same partner.
A Record-Breaking Commercial Strategy
Club Chief Executive Ferran Soriano pointed to the team's sporting achievements and attractive style of play as key drivers behind its growing commercial appeal. He revealed that the club's revenues are projected to exceed £700 million this year, which would set a new record for a British football club and potentially place them at the top of the global football revenue rankings.
"This comes with winning and playing good football," Soriano stated. "People watch us, they fall in love with our football and they become fans. That brings commercial opportunities and more money to invest. It's a virtuous cycle."
The tangible impact of winning the Treble—the Premier League, FA Cup, and UEFA Champions League—was immediately felt in the club's commercial operations. Merchandise sales for the season were reported to be 80% higher than the previous year, with sales in the four days following the Champions League final equaling a typical month's revenue.
Navigating Current Challenges
This major commercial announcement comes during a period of off-pitch scrutiny for the club. The Premier League has charged Manchester City with 115 alleged financial rule breaches, a matter that remains ongoing. The club has consistently denied any wrongdoing.
In unrelated squad news, the contract of defender Benjamin Mendy officially expired. The French international's retrial on one count of rape and one count of attempted rape began this week at Chester Crown Court.
The new sponsorship deal signifies the increasing intersection of elite football and the digital asset sector, as clubs seek innovative revenue streams in a highly competitive global market. For those interested in the business mechanics behind such high-value sports partnerships, you can explore more on strategic sponsorship deals.
Frequently Asked Questions
What does the new Manchester City sponsorship deal involve?
The deal is a three-year sleeve sponsorship agreement with cryptocurrency exchange OKX for both the men's and women's first-team kits. It is valued at over £55 million, or roughly £18 million per season.
How does this compare to their previous sponsorship?
This new shirt deal represents an expansion of their existing relationship. The previous agreement was a training kit sponsorship, also with OKX, which was valued at an estimated £15 million per year.
Why are football clubs pursuing cryptocurrency partnerships?
Elite football clubs are constantly seeking new and innovative revenue streams. The emerging digital asset sector represents a growing market with global reach, allowing clubs to engage with a new demographic of fans and partners, thereby expanding their commercial footprint.
What is the significance of sleeve sponsorship?
While less prominent than the main front-of-shirt sponsor, sleeve sponsorship positions have become valuable real estate in the Premier League. They offer major brands significant global visibility at a high level of sport without the premium cost of the primary shirt sponsorship.
How do commercial deals impact Financial Fair Play (FFP)?
All commercial revenue, including sponsorship deals, contributes to a club's overall revenue calculation. Higher revenues allow clubs greater spending power within the frameworks of Financial Fair Play (FFP) and Profit and Sustainability Rules (PSR), as they increase the allowable spending limits.
Will this partnership affect fan experience?
The primary impact for fans will be visual, with the partner's logo appearing on the kit sleeves. Many such partnerships also include collaborative digital content, fan engagement initiatives, or exclusive experiences, though specific details are usually announced separately.