Major League Soccer (MLS) has successfully secured multi-year broadcast deals in South Korea, a strategic move that follows the recent signing of South Korean star Son Heung-min by Los Angeles FC (LAFC). This development is set to increase the visibility and appeal of MLS among Korean fans.
Son Heung-min's transfer from English Premier League club Tottenham Hotspur to LAFC has sparked significant interest among South Korean fans. The player's popularity and influence have not only boosted LAFC’s appeal but also opened up new opportunities for MLS in the Asian market.
New broadcast partnerships
The new broadcast agreements involve streaming platform Coupang Play and pan-regional sports streaming service SPOTV. These platforms will now show LAFC matches across South Korea, thereby expanding the reach of MLS in this region.
These deals supplement the existing MLS Season Pass on Apple TV, which continues to be the global streaming home for all MLS matches, including those involving LAFC. Furthermore, SPOTV’s deal strengthens its ongoing relationship with MLS as it already distributes Sunday Night Soccer offerings across Southeast Asia.
Seth Bacon, MLS executive vice president of media, said:
“Son Heung-min's arrival at LAFC represents a cultural and sporting milestone – not just for MLS, but for global football. We're proud to partner with Coupang and SPOTV to make it easier than ever for Korean fans to follow LAFC's journey and to experience the energy and excitement of Major League Soccer."
Leveraging commercial opportunities
In a bid to maximize commercial benefits from Son's signing – who is a major draw in the Korean market – LAFC recently appointed sports and entertainment agency CAA as its official exclusive global commercial agency for the Asia-Pacific region.
Los Angeles boasts of having the largest Korean population in America. With Son’s presence on board and CAA’s long-standing relationship with him, there are high expectations that more sponsorship opportunities will be leveraged both within Korea and amongst Koreans living abroad.
According to GlobalData Sport Business' 2025 report on Major League Soccer, LAFC already ranks highly when it comes to front-of-shirt and sleeve sponsorship value metrics, total annual deal volume, and total annual deal value. It is the only franchise to rank so highly across all four metrics. The recent developments signal a strategic expansion of MLS in South Korea, driven by the signing of Son Heung-min and new broadcast partnerships. As LAFC and MLS continue to leverage these opportunities, they are set to further enhance their commercial appeal and fan base in the Asian market.
