In a move that blends the massive appeal of Major League Soccer with the global explosion of “K-Culture,” Los Angeles Football Club (LAFC) has announced a first-of-its-kind partnership with the Seoul Metropolitan Government and the Seoul Tourism Organization (STO).
The collaboration, announced on February 19, 2026, aims to leverage LAFC’s international influence—bolstered by the presence of South Korean icon Son Heung-Min—to promote Seoul as a premier global travel destination.
Connecting Through the “Son Heung-Min” Effect
Since the arrival of Son Heung-Min in Los Angeles, LAFC has become a focal point for football fans across Asia. This partnership capitalizes on that momentum, using the club’s platform to bridge the gap between North American sports fandom and Seoul’s vibrant lifestyle, food, and entertainment scenes.
“Seoul is one of the world’s most dynamic cities… This collaboration allows us to connect our fans to that energy in an authentic way,” said LAFC Co-President Larry Freedman.
Key Partnership Activations
Fans can expect a heavy “Seoul” presence both digitally and at BMO Stadium throughout the 2026 season:
- Fan Fest Takeover (April 19): Before the home match against the San Jose Earthquakes, BMO Stadium will host a Seoul-themed Fan Fest featuring interactive experiences centered on modern Korean culture and lifestyle.
- Global Digital Content: LAFC players will be featured on the “Visit Seoul” YouTube channel and various social media platforms, targeting a global audience of millions.
- “Seoul My Soul” Branding: The city’s official slogan will receive high-visibility placement on Apple TV broadcasts and prominent outdoor signage within BMO Stadium.
- Exclusive Merchandise: Fans who engage with “Visit Seoul” digital channels or visit retail locations in South Korea will be eligible for limited-edition LAFC posters and collectibles.