Premier League football club Manchester City is launching a new nonfungible token (NFT) collection that will allow fans to win a limited number of unique jerseys and matchday experiences.
The “Unseen City Shirts” campaign is the latest move in a long-term partnership with cryptocurrency exchange OKX. Users can mint the digital collectibles on the OKX app, which offers a chance to win redesigned, commemorative football shirts depending on the rarity of the NFT.
Man City stars Sergio Gómez, Erling Haaland and Jérémy Doku model the limited edition “The Roses and the Bees” jerseys, which feature hand-painted elements by artist Christian Jeffery. Source: Manchester City
Cointelegraph spoke exclusively with OKX global chief marketing officer Haider Rafique and Man City chief marketing and fan experience officer Nuria Tarré to discuss the details of the new campaign.
The limited collection jerseys feature designs incorporating the Lancashire rose and the Manchester worker bee, hand-painted by artist Christian Jeffery.
Rafique explains that the rarity of the NFTs is determined algorithmically. Five ultra-rare NFTs will give access to a play-on-pitch experience, two tickets to a Manchester City match and a limited-edition City shirt.
“The Roses and the Bees” NFT jersey as seen on OKX Marketplace. Source: OKX
A further five rare NFTs include a stadium tour experience, a hospitality ticket and a “The Roses and the Bees” design jersey. OKX users can mint the NFTs at no cost on the OKX Marketplace.
Nuria said that the NFT launch is part of the Premier League club’s strategy to attract audiences that are “more tech-savvy, open to new innovations and technology.” Digital ownership is another dimension that Man City is interested in bringing to its fans. Tarré explained:
“We think it’s important that you can own this piece digitally. I think that’s one of the beauties of Web3 — it changes the ownership process.”
Man City’s chief marketing officer said the club will continue to explore the…
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