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.