MLS & PMI Score with ‘Supergoal’ Collectibles – Bridging Fan Engagement and the ‘Phygital’ World

New York, NY – November 6, 2025 – Major League Soccer (MLS) is kicking off a new strategy to engage fans beyond the stadium, partnering with global toy manufacturer PMI to launch the ‘Supergoal MLS Shoe Capsule’ – a line of collectible miniature shoe figures featuring the league’s biggest stars. Available exclusively at Walmart U.S. locations, the collection taps into the surging popularity of ‘blind box’ collectibles and a broader trend of ‘phygital’ experiences – blending physical products with digital engagement.

The capsule features 28 MLS players, including international stars like Lionel Messi, Luis Suárez, and Hirving Lozano, alongside four rare golden figures. Each capsule contains a soccer shoe-shaped blind pack, concealing a 3-inch articulated player figure, alongside accessories, a mini-poster, stickers, and components to build a mini-field.

Beyond the Game: A Growing Market
The move comes as MLS continues to experience rapid growth, ranking as the second-most attended professional soccer league globally, trailing only Germany’s Bundesliga. League attendance surged to 12.1 million in 2024, and analysts predict continued expansion. “MLS is smart to diversify its revenue streams and connect with fans in new ways,” says one sports marketing consultant. “Merchandise is a critical component of that, but it needs to be more than just jerseys. Collectibles provide a unique entry point, particularly for younger fans.”

But the timing isn’t just about the strength of the league. The blind-box collectible market is booming. Industry reports indicate a steady increase in sales, fueled by a desire for surprise and exclusivity, particularly among younger demographics. “There's a psychological element at play,” explains a consumer behavior specialist. “The thrill of the unboxing, the hunt for rare items, and the completion of a collection tap into basic human desires.”

The ‘Phygital’ Strategy: Blurring the Lines

PMI, known for its affordable and innovative toys, sees the partnership with MLS as a natural fit. “We’re always looking for ways to bring joy to fans and create engaging experiences,” says a company spokesperson. “The ‘Supergoal’ capsule is more than just a toy; it's a way for fans to connect with their favorite players and the sport they love.”

But beyond the physical product, the partnership hints at a broader ‘phygital’ strategy. Analysts suggest potential for digital extensions, such as augmented reality experiences, digital collectibles (NFTs), and online contests. “The physical collectible is just the gateway,” says a tech industry observer. “The real opportunity lies in creating a digital ecosystem around the product, fostering ongoing engagement and building a loyal fan base.”

Competition in the Collectible Space
The collectible market is fiercely competitive. Funko, with its ubiquitous ‘Pop!’ figures, dominates the space, while McFarlane Toys and Panini are also vying for market share. “PMI is going to have to differentiate itself,” says a retail analyst. “The MLS license is a good start, but they’ll need to focus on quality, exclusivity, and creating a compelling narrative around the product.”

The inclusion of rare golden figures is one such strategy, creating a sense of scarcity and driving demand among collectors. Social media buzz around the launch, particularly surrounding Lionel Messi’s inclusion, suggests strong initial interest. “The demand for Messi memorabilia is always high,” says one fan. “I’ll definitely be on the lookout for his figure.”

Beyond the Initial Launch: Building a Long-Term Strategy
The success of the ‘Supergoal’ capsule will depend on PMI and MLS’s ability to build a long-term strategy. This could involve expanding the line to include other players, releasing limited-edition figures, and creating exclusive content for collectors. “It’s not enough to just launch a product,” says a marketing expert. “You need to cultivate a community around it.”

One potential avenue is leveraging the growing popularity of esports. MLS has its own esports league, and PMI could collaborate on branded merchandise and virtual experiences. “There’s a natural synergy between physical collectibles and the virtual world,” says a tech industry analyst. “Fans are increasingly blurring the lines between these two realms.”

Looking Ahead: The Future of Fan Engagement
The ‘Supergoal’ capsule represents a growing trend in the sports industry: leveraging collectibles to engage fans beyond the game. As leagues and teams look for new ways to connect with their audiences, the line between physical and digital experiences will continue to blur. “The future of fan engagement is all about creating immersive, personalized experiences,” says a sports marketing consultant. “Collectibles are just one piece of the puzzle, but they can be a powerful tool for building brand loyalty and driving revenue.”

PMI and MLS’s collaboration marks a strategic move, tapping into the collectible market’s potential and establishing a blueprint for future fan engagement initiatives. As the league and toy manufacturer expand the Supergoal line and integrate digital experiences, the future looks bright for both parties and the fans who collect the pieces.