When Son Heung-min arrived in Los Angeles in mid-2025, the response was immediate and overwhelming. Within weeks of his transfer to LAFC, his No. 7 jersey sold out across retailers, triggering major stock shortages for both the club and Adidas. Sales reportedly surged past 1.5 million units, making Son’s jersey the best-selling of any athlete in the world at the time, even surpassing Lionel Messi’s initial numbers. LAFC’s general manager confirmed that Son had outsold global icons like Messi, Ronaldo, LeBron James, and Stephen Curry, turning his signing into a full-blown commercial phenomenon.
Son Heung-min delivered a remarkable performance in his first season at LAFC. With 12 goals and 3 assists, Son has become the fifth player ever in MLS history to score 12+ goals in his first 13 games in the league, according to MANSA stats. Dubbed the “Son Effect,” his arrival reshaped not only jersey sales but ticket demand and overall merchandise, proving that Son’s global star power extends far beyond the pitch.
The Son Heung-min effect on MLS
Last August, the South Korean superstar left Tottenham to join the MLS outfit in a league-record-breaking deal worth $26.5 million (37.9 billion Korean won).
The investment was not only recovered but also tripled MLS brand exposure, quadrupled sales, and “boosted the World Cup campaign, laying the groundwork to leap forward as a long-term global brand,” the Chosun states.
And Son’s influence is projected to make an even deeper impact. “The MLS office has already designated Son Heung-min as a key figure in the World Cup promotional campaign. U.S. broadcasters have also begun competing for broadcasting rights centered around him. The LA Times forecasted, “If Son Heung-min continues his current performance during the 2025–2026 season ahead of the World Cup, he will go down as the biggest cultural icon in MLS history.”
But beyond soccer, Son Heung-min’s nationally interconnected presence “has now transcended being a mere sports star and become an economic phenomenon. The ‘Son Heung-min effect’ is changing not only the stadium but also the economic, cultural, and industrial ecosystems of cities.”
Son’s schedule this year
The 2026 season kicks off on February 21st at the LA Coliseum. Highlights include the Concacaf Champions Cup, “the region’s most prestigious annual club competition, featuring the top 27 clubs from across North America, Central America, and the Caribbean.”
MLS will pause its 2026 regular season for seven weeks, starting on May 25th, for the largest and most widely viewed sporting event on the planet: FIFA World Cup 26, where Son will represent Korea. The cup kicks off in LA on June 12th at Sofi Stadium. Son will compete in his fourth FIFA World Cup for South Korea against Mexico in group-stage play for South Korea’s national team.
LAFC’s full 2026 MLS regular-season schedule will include 34 matches, with 17 home games and 17 away games.
|
Date |
Opponent |
Venue |
Notes |
|
Feb 21 |
Inter Miami (H) |
LA Memorial Coliseum |
Season opener |
|
Feb 28 |
@ Houston Dynamo |
Shell Energy Stadium |
|
|
Mar 7 |
FC Dallas (H) |
BMO Stadium |
|
|
Mar 14 |
St. Louis CITY SC (H) |
BMO Stadium |
|
|
Mar 21 |
@ Austin FC |
Q2 Stadium |
|
|
Apr 4 |
Orlando City (H) |
BMO Stadium |
|
|
Apr 11 |
@ Portland Timbers |
Providence Park |
|
|
Apr 19 |
San Jose Earthquakes (H) |
BMO Stadium |
Apple TV |
|
Apr 22 |
Colorado Rapids (H) |
BMO Stadium |
|
|
May 2 |
@ San Diego FC |
Snapdragon Stadium |
|
|
May 10 |
Houston Dynamo (H) |
BMO Stadium |
Mother’s Day, Apple TV |
|
May 17 |
@ Nashville SC |
Geodis Park |
Apple TV |
|
May 24 |
(Opponent TBA) (H) |
BMO Stadium |
Pre-World Cup break |
|
Jul 17 |
@ LA Galaxy |
Dignity Health Sports Park |
Rivalry |
|
Jul 22 |
(Opponent TBA) (H) |
BMO Stadium |
Post-World Cup |
|
Jul 25 |
(Opponent TBA) (H) |
BMO Stadium |
|
|
Aug 1 |
@ Vancouver Whitecaps |
BC Place |
Conf. semifinal rematch |
|
Aug 15 |
(Opponent TBA) (H) |
BMO Stadium |
|
|
Aug 19 |
@ Colorado Rapids |
Dick’s Sporting Goods Park |
|
|
Aug 22 |
(Opponent TBA) (H) |
BMO Stadium |
|
|
Aug 29 |
@ D.C. United |
Audi Field |
|
|
Sep 9 |
New York Red Bulls (H) |
BMO Stadium |
|
|
Oct 10 |
Vancouver Whitecaps (H) |
BMO Stadium |
Conf. semifinal rematch |
|
Oct 17 |
@ New York City FC |
Yankee Stadium |
|
|
Oct 25 |
LA Galaxy (H) |
BMO Stadium |
Rivalry, Apple TV |
|
Oct 31 |
Minnesota United (H) |
BMO Stadium |
Home finale, Halloween |
|
Nov 7 |
@ Seattle Sounders |
Lumen Field |
Decision Day |
Notes: Schedule pauses May 25–Jul 16 for FIFA World Cup; MLS All-Star Game Jul 29 in Charlotte; Leagues Cup dates TBA. Check lafc.com or mlssoccer.com for updates, tickets, and broadcasts.
How to see Son play live
Secure tickets to see Son play next season through LAFC’s official site.
Want to watch every match from the stands in LA? The 2026 Season Membership offers benefits of preferred pricing, playoffs and US Open Cup pre-sale access, invitations to exclusive, member-only watch parties and match day experiences with LAFC partners, players, and coaches, plus discounted merchandise, along with early access to new and exclusive items.
You can also catch LFC’s full match broadcast with the MLS Season Pass on Apple TV. This includes TikTok Player Spotlight: LAFC, a special live stream bringing fans an “exclusive Los Angeles Football Club viewing experience on TikTok LIVE”—access to this real-time lens offers a “unique, player-first perspective through a dedicated camera focused on Son throughout the match.”
“With pitch-level coverage, this immersive stream puts fans in the center of the action, with a player-first perspective built for the next generation of soccer supporters. “The Player Spotlight series has become a fan favorite for a reason—it’s personal, dynamic, and built specifically for how soccer fans engage today,” said Seth Bacon, Executive Vice President, Media, Major League Soccer.
How Son is enjoying LA
The global star appears to have adjusted to LA life easily—embracing the new city with attendance at NFL games, in fantasy football leagues, at In-N-Out, and even throwing the first pitch for the Dodgers. In an MLS interview, Son shared that his favorite part of moving to the US has been playing at the BMO stadium with fans—he’s “settling well” with help from team captain Aaron Ray Long. LAFC Co-President Larry Freedman described Sonny as a “perfect fit at the club,” fitting the culture both inside the club and in the community. “There’s this wonderful connection with the Korean American community, which is just undeniable,” Freedman said. “And you know, you don’t always have the luxury of getting that authentic fit on all counts. But, you know, this feels like one of those rare times.”
“Off the pitch, bringing a South Korean superstar to a city that has the largest Korean population in the United States has also brought a level of representation to fans, energizing a passionate community. Tigers Supporters Group, an LAFC supporters’ group based out of Los Angeles’s Koreatown neighborhood. Within TSG’s 120,000 members, 60% are foreign-born residents, and over 20% have Korean ancestry. Even they didn’t realize that “things would take off to this level, as Son’s arrival has kicked soccer into the stratosphere in Los Angeles,” CBS Sports reports.
TSG’s president, Sam Ko, shares that Son’s arrival has shuttled in newfound attendance for the first time—“Korean friends and family have finally started coming out.” Koreans show up at the stadium to support Son, filling the stands, waving the Korean flag. “Koreans are a proud people, L.A. Koreans in particular, and having Sonny here makes us puff our chests out a little further.”
Want to rep Son’s gear?
When not sold out, official LAFC jerseys are available for purchase at Adidas, Soccer Warehouse, and the MLS store. Jerseys can also be customized with Son’s name. Son’s past season jerseys can also be found on Fanatics, Nike, and World Soccer Shop.
