The Major League Soccer (MLS) side, Los Angeles FC, have announced a landmark partnership with the Seoul Metropolitan Government and the Seoul Tourism Organisation, launching a strategic collaboration that merges global football culture with destination marketing and international lifestyle storytelling.
The agreement positions Seoul as an official tourism partner of LAFC and establishes a multi-platform campaign designed to elevate the South Korean capital’s global visibility. The partnership will feature fan-centric activations, cultural programming and high-impact marketing initiatives aimed at connecting LAFC’s international supporter base with Seoul’s tourism, entertainment and cultural offerings.
A central component of the collaboration will be integrated branding and media exposure throughout the MLS season. The “Seoul My Soul” campaign will receive in-stadium visibility at BMO Stadium and broadcast exposure during LAFC matches streamed globally on Apple TV. The partnership will also extend to digital campaigns and outdoor advertising placements within the stadium footprint, ensuring sustained engagement with both match-going and broadcast audiences.
The collaboration leverages LAFC’s growing international profile and its resonance among Asian football audiences. As the current club of South Korean national team captain Son Heung-min, LAFC have attracted significant attention across Asia, creating a natural bridge between the club’s fanbase and Seoul’s destination branding ambitions.
LAFC Co-President Larry Freedman said, “At LAFC, we’re always looking to build partnerships that go beyond the pitch and create real cultural connections with our supporters. Seoul is one of the world’s most dynamic cities with a global influence that spans sports, entertainment, and lifestyle. This collaboration with Seoul Tourism allows us to connect our fans to that energy in an authentic way, while continuing to grow LAFC’s presence on the international stage.”
Ki Yon KIL, CEO of the Seoul Tourism Organisation, added, “This collaboration, utilising sports events that the whole world watches, is a vital opportunity to effectively promote Seoul’s beauty to the global market. By combining the high interest in K-Culture with sports fandom, we will continue to expand Seoul’s presence as a leading global tourism city.”
The partnership arrives at a significant moment for soccer in North America. With the FIFA World Cup 2026 set to be staged across the United States, Canada and Mexico, MLS properties are experiencing increased global exposure and commercial interest. For Seoul, Los Angeles represents a critical gateway market, home to one of the largest Korean diaspora communities outside South Korea and a major hub for international travel.
For LAFC, the agreement further expands its international commercial portfolio and reinforces its positioning as a globally connected MLS franchise. The club has consistently pursued partnerships that reflect the multicultural fabric of Los Angeles while extending its brand reach into strategic overseas markets.
The LAFC-Seoul collaboration underscores a broader industry trend in which tourism authorities are increasingly aligning with professional sports organizations to drive destination awareness, foster cultural exchange and unlock long-term economic value through global sports platforms.
