Manchester City has teamed up with cryptocurrency exchange OKX to launch “Unseen City Shirts,” a new collection of non-fungible tokens (NFTs) designed to deepen the club’s engagement with its fans.
These NFTs are free-to-mint and available on the OKX app. They come in three rarity levels: common, rare, and ultra-rare. The ultra-rare tier offers the most exciting prizes, including the chance to play on the Etihad pitch, two tickets to a City match, and a limited-edition commemorative jersey. Fans who mint the NFTs will be entered to win limited-edition, redesigned jerseys and exclusive matchday experiences.
Manchester City views this campaign as a way to connect with their tech-savvy fanbase around the world. The club sees digital ownership as a new way to engage with fans, especially those who can’t attend games in person.
According to a report from a local news outlet, Manchester Evening News, Nuria Tarre, Chief Marketing Officer of the City Football Group, emphasized the importance of fan engagement in the organization’s strategy and the role of digital engagement, virtual experiences, and digital collectibles, such as NFTs, in fostering a stronger connection between fans and the club.
“We acknowledge that numerous fans are unable to attend matches at the Etihad Stadium. Therefore, we are exploring avenues to bridge this gap and bring them closer to the club… These initiatives are crucial for building a bond between our fans and our brand,”
Tarre reportedly stated.
The partnership with OKX also allows Manchester City to expand their reach into new markets. The club expects the NFTs to be particularly popular in the Middle East, Africa, and Latin America, where fans might not be able to watch games live.
According to OKX’s official statement, the NFTs will be available for minting on the exchange’s Web3 Marketplace and within its app from April 22 to April 25. The minted NFTs are scheduled to be assigned a ‘rarity level’ on April 26.
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