BORUSSIA DORTMUND AND GAMEFAM DEBUT NEW 2026/27 KITS IN FIFA SUPER SOCCER ON ROBLOX
Partnership follows U.S. Soccer activation as FIFA Super Soccer continues to give players exclusive early access to new matchday attire and their favorite clubs
Marks the first time Borussia Dortmund’s new kits are available in any video game and also before they’ve been worn on the real-life pitch
DORTMUND & LOS ANGELES, May 8, 2026 – Borussia Dortmund today announced it will introduce its iconic club and newly-unveiled 2026/27 Puma kits with a limited-time event in hit Roblox game FIFA Super Soccer, marking the first time the kits are introduced in a game. Gamefam, the leading immersive gaming and media company for Gen Z & Alpha communities, is bringing the event to life, introducing fans to Borussia Dortmund in an entirely new way.
By promoting its club and new kits on Roblox, Borussia Dortmund ensures the club continues its efforts to engage the next generation of soccer fans on the platform where they spend the most time. Roblox now reaches 132 million daily active users (up 35% year-over-year), who spend more than 2.5 hours per day on the platform, which is more than TikTok, YouTube or Instagram. This activation is the start of Borussia Dortmund’s increasing presence on Roblox and comes shortly after Gamefam teamed up with U.S. Soccer to integrate the National Team and its newly-unveiled FIFA World Cup 2026™ kits into FIFA Super Soccer
Launching Friday, May 8, 2026, the event is timely following yesterday’s unveiling of Borussia Dortmund’s new 2026/27 kits and ahead of tonight’s kit debut on the real-life pitch against Eintracht Frankfurt:
Official Kits: The newly unveiled 2026/27 Borussia Dortmund Puma kits will be available in FIFA Super Soccer, marking the first time the club’s newly-released kits are playable in any video game. It will precede Borussia Dortmund’s debut of the new kits on the real-life pitch against Eintracht Frankfurt in their final home match of the season.
Play as Borussia Dortmund: Borussia Dortmund will be re-introduced as a playable team on Roblox, bringing the style and identity of the club onto the virtual pitch. They return after being a playable team in the game during the FIFA Club World Cup 2025TM.
Interactive Mascot: Borussia Dortmund mascot Emma the Bee is a central piece of the event, leading players on their quest through FIFA Super Soccer.
Quest: Players will be invited to complete Borussia Dortmund-themed challenges including scoring goals, creating assists, and winning matches.
Exclusive Player Rewards: Players who complete the quest will earn a first-of-its-kind in-game reward – a lightning strike celebration; when players score a goal in FIFA Super Soccer, they are celebrated with a striking black-and-yellow lightning scene.
Alexander Mühl, Director Marketing & Digitalisation, said: “At Borussia Dortmund, we are always looking to authentically show up in spaces where the next generation of fans are already deeply engaged. Roblox, and FIFA Super Soccer in particular, is one of the most relevant platforms for reaching young soccer fans today. Launching our new 2026/27 Puma kits in this environment and ultimately having a persistent presence – as we look ahead to a major year for the club – will allow us to extend the Borussia Dortmund experience far beyond the pitch.”
The official FIFA game on Roblox has been a hit with young soccer fans, accumulating over 1.1 billion visits and averaging 1.5 million daily gameplay sessions. FIFA Super Soccer lets players compete as official clubs and national teams, join events aligned with top global leagues, celebrate the road to the FIFA World Cup 2026™, and unlock exclusive FIFA and FIFA World Cup™ gear to outfit their avatars.
Ricardo Briceno, CEO of Gamefam, said: “The next generation of soccer fans doesn’t just watch the beautiful game – they play, create and connect with it in immersive worlds. Bringing Borussia Dortmund to FIFA Super Soccer on Roblox is a powerful example of how global clubs can show up where fandom starts and continues to build. By turning gameplay into digital and real-world surprises, we’re creating a seamless connection between the digital world and the real world, of which they move seamlessly between. Our partnership will bring the energy of BVB to life for millions of fans around the world in a completely new way.”
The Borussia Dortmund event in FIFA Super Soccer will begin on Friday, May 8, 2026 and run through Friday, May 15, 2026. While the event will conclude, the official Borussia Dortmund kits will remain in-game for players to use through the end of the year. Fans across the world can join the action in FIFA Super Soccer for free across consoles, PCs, mobile, and tablets.
About Borussia Dortmund
Borussia Dortmund is one of the most traditional and popular German football clubs. Founded in 1909, BVB boasts more than 10 million fans within Germany and, in addition, also looks to a rapidly growing fan base worldwide. The eight-time German champions and five-time DFB-Pokal winner was in 1966 the first German club to win a European Cup competition. BVB also became the first Bundesliga club to win the UEFA Champions League in 1997, followed by the Intercontinental Cup in the same year. With a turnover of over 500 million Euro, Borussia Dortmund nowadays is also one of the economically strongest football clubs in the world.
About Gamefam
Gamefam is the leading immersive gaming and media company for Gen Z and Alpha communities. Pairing expert brand strategists with world-class developers, Gamefam successfully delivers strategies for its brand and IP partners through an industry-leading network of games across Roblox, Fortnite and other platforms, driving reach and scale with 360-degree amplification programs informed by proprietary insights and measurement solutions. Established in 2019 as the first professional Roblox developer, Gamefam has now become the largest and most successful immersive gaming and media company, with over 37 billion lifetime visits and 16 million average daily visits across its 50+ live-operated game portfolio on Roblox, Fortnite and other platforms. Gamefam has delivered winning strategies, games and campaigns with top IP partners including Paramount, Warner Music Group, the NFL, Netflix, Mattel, Sony, Sega, Samsung and Crunchyroll. The company successfully created three of the top 10 branded Roblox games of all time; three of the top five Roblox concerts of all time; and the first-ever brand integration into a Fortnite game. Gamefam’s top branded and original franchises include Sonic Speed Simulator, Twilight Daycare, Barbie DreamHouse Tycoon, SpongeBob Simulator, Deadpines: Zombie Survival, Obby But on a Bike HD, FIFA Super Soccer and Car Dealership Tycoon. Gamefam has been honored by Great Place to Work®, Inc. 5000, Fast Company’s Most Innovative Companies, LinkedIn’s Top Startups, The Clio Awards, The Webby Awards and more. For more information, visit www.gamefam.com.
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