Press esc to head back
WINNING, ON & OFF THE PITCH
SINCE BREAKING ONTO THE PREMIER LEAGUE SCENE, SON HEUNG-MIN HAS BECOME ONE OF SOCCER’S MOST BELOVED AND MARKETABLE FIGURES — AN ICON ACROSS ASIA AND BEYOND. KNOWN FOR HIS PACE, CLINICAL FINISHING, AND LEADERSHIP, SON BRINGS INSTANT STAR POWER AND GLOBAL SPOTLIGHT TO THE BLACK & GOLD.
ACHIEVEMENTS
2018
ASIAN GAMES GOLD
MEDAL WINNER
2020
FIFA
PUSKAS AWARD
2021
PREMIER LEAGUE GOLDEN BOOT
2022
CHEONGNYONG
MEDAL RECIPIENT
2025
UEFA EUROPA LEAGUE CHAMPION
#2
RANKED ON FORBES KOREA POWER CELEBRITY 40
$13M
PERSONALLY FUNDED TO THE SON FOOTBALL ACADEMY IN HIS HOMETOWN OF CHUNCHEON, SOUTH KOREA
MUSEUM IN PLANNING STAGES TO HONOR HIS LEGACY IN SOUTH KOREA
TOGETHER, WE WIN.
LAFC HAS SET THE STANDARD FOR PERFORMANCE AND EXCELLENCE IN MAJOR LEAGUE SOCCER. SINCE 2018, LAFC HAS THE MOST GOALS, POINTS, AND WINS OF ANY TEAM IN THE LEAGUE.
BY ALIGNING WITH LAFC’S UNWAVERING PURSUIT OF EXCELLENCE AND GROWTH, YOU GAIN THE OPPORTUNITY TO CRAFT A COMPELLING NARRATIVE THAT WILL RESONATE DEEPLY WITH A HIGHLY ENGAGED AND CULTURALLY RELEVANT AUDIENCE WITHIN THE WORLD'S GAME.
THIS PARTNERSHIP OFFERS THE POTENTIAL FOR A LASTING IMPACT, ENGAGING MULTIPLE GENERATIONS AND STRENGTHENING YOUR BUSINESS THROUGH OUR SHARED COMMITMENT TO GREATNESS.
“FIND WAYS TO APPEAL TO THE COMMUNITY, AND MAKE IT A MUTUAL ENGAGEMENT BETWEEN THE FAN AND THE TEAM.”
WILL FERRELL
OWNER
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WE ARE
WE ARE LAFC
JOIN THE MOVEMENT OF GLOBAL SOCCER IN NORTH AMERICA
2024
2025
2026
2027
2028
SON​
HEUNG-MIN
LOS ANGELES FOOTBALL CLUB
BORN:
JULY 8, 1992
HOMETOWN:
CHUNCHEON, SOUTH KOREA
LANGUAGES:
FLUENT IN ENGLISH, KOREAN, AND GERMAN
CLUBS:
LAFC(2025 + )
TOTTENHAM HOTSPUR (2015–2025)
BAYER LEVERKUSEN (2013–2015)
HAMBURGER SV (2010–2013)
CHAMPIONS ARE BUILT HERE
SOCCER FANDOM IS GROWING
AMONG 18-34 YEAR OLDS
THAN ANY OTHER MAJOR SPORT IN THE US
4x
FOOTBALL & HOCKEY
8x
BASKETBALL & BASEBALL
ESTIMATED ANNUAL IMPRESSIONS
10B +
IMPRESSIONS
IMPRESSIONS BY CHANNEL
TV
42%
OF IMPRESSIONS
SOCIAL
34%
OF IMPRESSIONS
DIGITAL
20%
OF IMPRESSIONS
OOH
4%
OF IMPRESSIONS
IN-STADIUM
<1%
OF IMPRESSIONS
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OUR WHY
BRING JOY TO PEOPLE
UNITING THE WORLD’S CITY THROUGH THE WORLD’S GAME
BE A FORCE FOR GOOD
YOUR WHY
MAXIMIZE BRAND AWARENESS AND VISIBILITY ON A GLOBAL STAGE
CREATE MEASURABLE AND LONG-LASTING IMPACT
DRIVE BRAND ASSOCIATION ACROSS EVERY CONSUMER TOUCHPOINT
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BECOME THE NEXT
ELEVATE YOUR BRAND WITH MAJOR LEAGUE SOCCER’S GOLD STANDARD. RIDE THE WAVE OF UNPRECEDENTED SOCCER FANDOM AND GLOBAL MOMENTUM COMING OUT OF THE 2026 WORLD CUP.
LOS ANGELES FOOTBALL CLUB FANS
42%
TAKE NOTICE OF JERSEY SPONSORS
HIGHEST AMONG LA TEAMS
76%
BUY PRODUCTS DIRECTLY FROM PARTNERS
81%
ARE MILLENNIALS OR GEN Z
25%
FANBASE GROWTH YOY
LARGEST GROWTH IN SOUTHERN CA
WHERE BRANDS GO TO WIN
SINCE JOINING LAFC IN AUGUST, SON HEUNG-MIN HAS TOPPED ALL ATHLETES ACROSS SPORTS IN MERCHANDISE SALES, VAULTING TO #2 IN ALL-TIME MLS JERSEY SALES FOR A PLAYER JOINING A NEW CLUB, SECOND ONLY TO MESSI
FIRST OF ITS KIND PARTNERSHIP IN NORTH AMERICA WHERE ALL LOCALLY TELEVISED MATCHES WERE ON A LIVE TV STREAMING PROVIDER, HELPING YOUTUBE TV REIMAGINE THE SPORTS AND LIVE TV EXPERIENCE THROUGH LAFC.
DESPITE FLEX BEING A RELATIVELY UNKNOWN POWER TOOLS BRAND IN 2021, AT THE CONCLUSION OF 2022 AIDED RECALL AMONG LAFC FANS WAS STRONG AT 84% WHERE NO OTHER POWER TOOL BRAND SCORED GREATER THAN 7%.
AS A RELATIVELY UNKNOWN BANKING BRAND ON THE WEST COAST, BMO EXPERIENCED A 3X SURGE IN AWARENESS IN THE LA MARKET INCREASING FROM 8.6% IN 2023 TO 23.7% IN 2025.
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