OKX: Disrupting sports sponsorship through Web3 innovation
Featured in the 2025 edition of Impact X – SportQuake and SportsPro’s showcase of the most innovative sports sponsorship and marketing partnerships – OKX emerged as one of the few brands to earn multiple entries. Its collaborations with McLaren Racing and Manchester City redefined what crypto sports sponsorship can be: immersive, story-driven, and culturally resonant, setting a new standard in sports marketing.
At a time when the Web3 sector faced mounting scrutiny, OKX took a bold stance. Rather than retreat, the brand leaned in, using sport as a platform to build emotional connection, educate audiences, and push creative boundaries.
Strategy. Driving Cultural Relevance Through Smart Collaboration
McLaren & OKX Ayrton Senna livery campaign
OKX’s multi-year partnership with McLaren Racing has been anything but conventional. Launched in 2022, the brand transformed a standard sponsorship into a series of emotionally charged livery campaigns. The standout moment came at the 2024 Monaco Grand Prix, where McLaren debuted a tribute to Ayrton Senna – the “King of Monaco” – featuring a livery inspired by his iconic helmet. The design resonated deeply with fans and media alike.
From the “Legend Reborn” car in Singapore to the Riviera-inspired papaya livery of 2025, OKX tapped into the nostalgia of Formula 1 to tell a bigger story. For a brand built on innovation, celebrating the past was a surprising, and inspired, move.
But for OKX, this partnership was always about more than awareness. As OKX, CMO Haider Rafique put it:
“We want to collaborate with our partners like McLaren to create and launch projects that fans appreciate, love and identify with.”
Manchester City & OKX NFT shirt campaign
In football, OKX’s journey with Manchester City evolved rapidly from official partner to kit sleeve sponsor, all while advancing an ambitious Web3 agenda. The partnership launched with cinematic flair “Into the OKXverse” and was deepened with the ‘My Fabric’ content series, blending player stories with OKX’s crypto vision.
OKX also brought NFTs to life in a meaningful way. The ‘Unseen City Shirts’ campaign offered digital collectibles with real-world utility. The execution was thoughtful, fan-first, and educational – bringing blockchain technology closer to everyday supporters.
A clear vision. Activated with Precision
OKX’s strategic clarity is most evident when comparing its two partnerships. Each activation was designed with care, reflecting the distinct cultures, audiences, and brand profiles of McLaren and Manchester City. Where Formula 1 offered an opportunity to honour legacy and emotion, football provided a canvas for community and digital innovation. In both cases, OKX demonstrated a rare ability to adapt, evolve, and connect with fans in a way that felt authentic and future-facing.
Impact: Recognition, Reach & Results
McLaren Racing
- Named McLaren’s “most successful marketing campaign ever”
- 470M+ impressions, 36M+ engagements, 180M+ video views
- Praised by Top Gear as “the greatest one-off livery we’ve ever seen”
Manchester City
- 76% increase in perception as a trusted brand
- 90% rise in perception as a market leader
- 2.5B video views, 482M engagements
- 6M wallets opened during the partnership
The bigger picture
OKX’s dual inclusion in Impact X is no accident. While many crypto brands pulled back during the downturn, OKX doubled down, investing in fan-first, culturally rich partnerships. These campaigns didn’t just drive awareness; they shifted brand perception, built long-term credibility, and wrote the playbook for Web3 sponsorship in sport.
OKX’s dual inclusion in Impact X is no accident. While many crypto brands pulled back during the downturn, OKX doubled down, investing in fan-first, culturally rich partnerships. These campaigns didn’t just drive awareness; they shifted brand perception, built long-term credibility, and wrote the playbook for Web3 sponsorship in sport.
Interested in how sports sponsorship can elevate your brand? Get in touch with the team.
Impact X
Impact X, developed in partnership with SportQuake, is new annual initiative that spotlights the most creative, high-impact sports sponsorships reshaping the post-pandemic landscape.
Through the curated Casebook, Impact X showcases campaigns, from athlete collaborations to digital-first activations, evaluated on business performance, emotional resonance, cultural influence, and ROI, inspiring smarter, more innovative brand partnerships.
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