BRIDGEVIEW, ILLINOIS – AUGUST 09: Son Heung-Min #7 of Los Angeles FC greets the fans after the MLS match between Chicago Fire FC and Los Angeles Football Club at SeatGeek Stadium on August 09, 2025 in Bridgeview, Illinois. (Photo by Geoff Stellfox/Getty Images)
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The Los Angeles Football Club (LAFC) is about to enter one of its biggest and most culturally significant sponsorships with the South Korean global entertainment lifestyle platform, HYBE.
When South Korean professional footballer Son Heung-min announced he would play for LAFC, many fans flocked to the game, boosting ticket and merchandise sales. As one of the best Asian players of all time, Son’s LAFC jersey was the top-selling across the Fanatic Networks in just 72 hours after he joined the club.
Los Angeles is home to the largest Korean cultural center in the U.S, including several Korean companies like CJ America, HYBE America, Samsung Research America, and more.
HYBE will team up with LAFC to sponsor the first Audi 2025 MLS Cup Playoff home game at BMO Stadium on October 29, marking the first-ever collaboration between HYBE and Major League Soccer.
HYBE and LAFC will host a special fan activation during the playoff match that brings the essence of K-pop to BMO Stadium. BMO Stadium is no stranger to K-pop as they’ve held multiple concerts for SEVENTEEN, TWICE, BLACKPINK, TOMORROW X TOGETHER, and more.
The downtown Los Angeles skyline stands on the horizon before the the Los Angeles FC game against the Seattle Sounders FC at BMO Stadium on February 24, 2024, in Los Angeles, California. (Photo by Patrick T. Fallon / AFP) (Photo by PATRICK T. FALLON/AFP via Getty Images)
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For LAFC, this celebration will feature Korean-inspired cuisine from local vendor Love Hour and a lightshow set to music by HYBE artists, home to BTS, SEVENTEEN, LE SSERAFIM, TOMORROW X TOGETHER, ENHYPEN, and more. The event will allow LAFC fans to experience K-pop’s immersive fan engagement and celebrate Korean culture’s impact on Los Angeles.
“Music and sport have the power to transcend borders and language, and LAFC has created new bridges between South Korea, the U.S., and the world,” Bang Si-Hyuk, Chairman of HYBE, said in a press statement. “Los Angeles’ tremendous diversity and rich heritage of Korean culture made LAFC the perfect partner for HYBE’s first MLS collaboration, and we could not be more excited to strengthen our bond with fans in LA.”
LAFC Co-President Larry Freedman expressed his honor and appreciation for being chosen as HYBE’s first Major League Soccer partner. He said in the same statement, “At LAFC, we know the power of passionate fan culture, and HYBE shares that same energy and commitment. Together we will create an unforgettable experience at BMO Stadium that highlights the energy of K-pop and the inclusivity of our club and city, while showcasing the global spirit that defines HYBE and LAFC.”
HYBE and LAFC’s new partnership is part of the entertainment company’s dedication to promoting Korean culture and K-pop globally.
Source: https://www.forbes.com/sites/laurasirikul/2025/10/23/hybe-x-lafc-collab-brings-k-culture-to-audi-2025-mls-cup-playoffs/
