HYBE Enters First Partnership with Major League Soccer via LA FC Playoffs Sponsorship

K-pop’s leading entertainment company HYBE has established its first partnership with Major League Soccer. By becoming the official sponsor for LAFC’s 2025 MLS Cup playoffs, it marks HYBE’s inaugural official partnership in MLS history. This collaboration aims to celebrate the strong ties between Los Angeles and South Korea, as well as the influence of Korean culture on the city’s identity. LAFC’s home stadium, BMO Stadium, has already become a hub for Korean culture. SEVENTEEN performed twice at BMO as part of their “New_” World Tour recently, and it is rapidly emerging as a key venue for major K-pop tours. Larry Freedman, co-chairman of LAFC, said in a statement, “LAFC, which understands the power of passionate fan culture, is honored to be chosen as HYBE’s first MLS partner. HYBE shares our energy and dedication.” Last week, LAFC released a promotional video on social media using BTS’s 2017 hit “MIC Drop” as background music. This song was the first by BTS to reach the top 40 on the U.S. Billboard Hot 100 chart. As part of this sponsorship, fans will be able to enjoy Korean cuisine during matches and watch choreographed light shows synchronized to HYBE artists’ songs. The match will begin at 7:30 p.m. on Wednesday, October 29 (local time) and will be broadcast in the United States via Apple TV’s MLS Season Pass. MLS and Apple have agreed to make playoff matches available to Apple TV subscribers without additional cost. The MLS Season Pass includes all matches from pre-season through the All-Star game, postseason, and MLS Cup, with no blackout dates. Tickets can be purchased through Ticketmaster and VividSeats. Son Heung-min, LAFC’s star player who joined MLS last August, has become a fan favorite not only in South Korea but also in the United States. His first MLS goal this season has heightened interest among fans based on voting, and LAFC Pandamaze products are now available for purchase online.