Los Angeles Football Club has announced a new commercial partnership with Hello Soju, a California-based Korean traditional liquor brand, as the Major League Soccer side continues to expand its global commercial footprint.
The agreement, confirmed on March 3 Korean time, will see Korean traditional soju sold at BMO Stadium, LAFC’s home ground. The brand will also be integrated into matchday activations, fan engagement activities, and promotional campaigns across Southern California.
This latest partnership forms part of a broader and deliberate strategy by LAFC to strengthen its presence in the Korean market following the high-profile signing of South Korean star Son Heung-min. Since his arrival, the club has actively built relationships with Korean brands and institutions, positioning itself as a gateway between Major League Soccer and one of Asia’s most commercially valuable sports audiences.
LAFC’s growing portfolio of Korean partners includes Paris Baguette, WireBarley, the Seoul Tourism Organization, MyRealTrip, Arni Patch, and IPX. In addition, a Korean-American investor has recently joined the club’s ownership group, further reinforcing its long-term commitment to the market.
Los Angeles provides a natural foundation for this strategy. The city is home to one of the largest Korean diaspora populations globally, making it a key hub for cultural and commercial engagement. By aligning its brand with this community, LAFC is strengthening local support while simultaneously building international relevance.
Club co-CEO Larry Freedman has emphasized the importance of Son Heung-min’s role in this expansion. According to him, the forward represents a unique opportunity to unlock new fan bases and elevate the club’s global visibility.
LAFC’s investment in the South Korean international underlines that belief. The club reportedly paid approximately $26 million to secure his services, setting a new MLS transfer record. His annual salary, estimated at $11.2 million, places him among the highest earners in the league.
However, LAFC’s leadership views the signing as a strategic business decision rather than just a football investment. Freedman noted that Son’s influence extends well beyond his performances on the pitch, contributing significantly to ticket sales, merchandise revenue, sponsorship deals, and overall brand recognition.
The impact has already been reflected in measurable outcomes. Since Son’s arrival, Korean viewership of LAFC matches has surged sharply. This increased interest played a role in Major League Soccer securing broadcasting agreements in South Korea with platforms such as Coupang Play and SPOTV.
In fact, LAFC’s Korean audience has more than doubled compared to its general global viewership trends, highlighting the scale of the commercial opportunity tied to the player.
Financially, the club is also seeing strong returns. LAFC reported revenue of $158 million in 2025, with its overall valuation rising to approximately $1.4 billion. This places the club among the most valuable franchises in Major League Soccer, ranking second across the league.
Looking ahead, the club expects revenue growth of between 15 and 20 percent this season, driven by continued international expansion, increased sponsorship activity, and stronger fan engagement.
LAFC’s approach mirrors successful commercial strategies seen in other major sports organizations. Notably, the club has drawn lessons from the Los Angeles Dodgers’ experience following the arrival of Japanese baseball star Shohei Ohtani. His signing led to a surge in sponsorship deals from Japanese companies and significantly boosted the team’s global commercial profile.
While Son Heung-min’s commercial impact has not yet reached that level, LAFC believes it is building a similar trajectory. The club maintains that his presence has already opened doors to partnerships that would have otherwise been difficult to secure.
Freedman acknowledged that without Son, Korean brands would likely not have engaged with LAFC at the current level. He described collaborations with Korean companies as a major growth opportunity for the club moving forward.
The partnership with Hello Soju therefore represents more than a standard sponsorship agreement. It reflects a broader vision that blends sport, culture, and commerce into a unified strategy aimed at long-term growth.
By leveraging global star power and aligning with culturally relevant brands, LAFC is positioning itself as one of the most commercially progressive clubs in Major League Soccer.
As the club continues to expand its international reach, its focus remains on balancing on-field competitiveness with off-field innovation. With Son Heung-min at the centre of this strategy, LAFC is strengthening its presence not only in North America but also in key global markets.
The club’s trajectory highlights a growing reality in modern football: success is no longer defined solely by results on the pitch, but also by the ability to build a globally resonant brand and unlock new commercial ecosystems.
Africa Live News will continue to follow developments as LAFC advances its international expansion strategy.
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