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A New Alternative: Manchester City

Written by Haider Rafique, OKX CMO

Football has always been more than a game, it’s about passion, connection, and relentless perseverance. At OKX, we share those values. That’s why our partnership with Manchester City continues to grow, pushing the boundaries of what digital engagement looks like in a digital-first world. Today, we’re proud to unveil our newest campaign: A New Alternative: Manchester City—a bold reimagining of how fans connect with the club they love.

To launch this campaign, we’ve produced a powerful short film that captures the global heartbeat of Manchester City fandom. Featuring superstars like Erling Haaland, Kevin De Bruyne, Phil Foden, Nathan Aké, Joško Gvardiol, and Rico Lewis, alongside former City stars Sergio Agüero, Paul Dickov, and Steph Houghton, the film is narrated by iconic rapper and lifelong City fan, Bugzy Malone.

This is more than a promo. It’s a shared story of Manchester and OKX, two organizations standing for A New Alternative. Through cinematic storytelling and evocative language, the film speaks to decentralized yet global brands, mirroring the rise of crypto culture and Web3.

WATCH THE VIDEO HERE

Our campaign is a cultural movement stretching from Manchester to Europe and the Middle East, powered by OKX’s growing presence in newly licensed markets.

But why now?

Because this season feels different. It’s more competitive, more uncertain and that’s exactly when greatness is defined. The final weeks of the campaign have tested Manchester City like never before, and it’s in moments like these that legends are made.

We’ve stood by City for years, through the highs and lows, because what excites us isn’t just the trophies. It’s the epic comebacks, the unexpected turnarounds, the resilience that shocks the world and reaffirms what it means to be great.

Greatness isn’t handed out. It’s forged in adversity.

This campaign is a tribute to that spirit. It shows our community that when others fade, true pioneers push forward. When uncertainty rises, leaders emerge. And when greatness falters, it comes back and wins.

When we first joined forces with Manchester City, we saw a chance to merge sport and technology in a completely new way. A New Alternative: Manchester City is the next chapter in that journey, a bold step toward an interactive, digital fan experience.

At its core, this campaign is about evolution. With Manchester City and OKX leading the charge, the fusion of football and blockchain isn’t just coming, it’s here to stay.

Disclaimer
This content is provided for informational purposes only and may cover products that are not available in your region. It is not intended to provide (i) investment advice or an investment recommendation; (ii) an offer or solicitation to buy, sell, or hold crypto/digital assets, or (iii) financial, accounting, legal, or tax advice. Crypto/digital asset holdings, including stablecoins, involve a high degree of risk and can fluctuate greatly. You should carefully consider whether trading or holding crypto/digital assets is suitable for you in light of your financial condition. Please consult your legal/tax/investment professional for questions about your specific circumstances. Information (including market data and statistical information, if any) appearing in this post is for general information purposes only. While all reasonable care has been taken in preparing this data and graphs, no responsibility or liability is accepted for any errors of fact or omission expressed herein.

© 2025 OKX. This article may be reproduced or distributed in its entirety, or excerpts of 100 words or less of this article may be used, provided such use is non-commercial. Any reproduction or distribution of the entire article must also prominently state: “This article is © 2025 OKX and is used with permission.” Permitted excerpts must cite to the name of the article and include attribution, for example “Article Name, [author name if applicable], © 2025 OKX.” Some content may be generated or assisted by artificial intelligence (AI) tools. No derivative works or other uses of this article are permitted.

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