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BVB and Gamefam debut 2026/27 home kit on Roblox

Borussia Dortmund today announced it will introduce its iconic club and newly-unveiled 2026/27 PUMA home kit with a limited-time event in hit Roblox game “FIFA Super Soccer”marking the first time the kit is introduced in a game. Gamefam, a gaming and media company for Gen Z and Alpha communities, is bringing the event to life, introducing fans to Borussia Dortmund in an entirely new way.

By promoting its club and the new kit 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). This activation is the start of Borussia Dortmund’s increasing presence on Roblox.

Launching Friday, May 8, 2026, the event is timely following yesterday’s unveiling of the new 2026/27 home kit 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 kit will be available in “FIFA Super Soccer”, marking the first time the club’s newly-released kits are playable in any video game. 
  • 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 2025.
  • Interactive Mascot: Mascot EMMA 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.”

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 kit 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. 

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