MLS Lands Broadcast Deals in Korea After Son Heung-min Joins LAFC
South Korea's biggest football star heads to Los Angeles, bringing Korean broadcasters and fans closer to Major League Soccer
A Transfer That Changed More Than a Team
When Son Heung-min confirmed his move from Tottenham Hotspur to Los Angeles FC earlier this month, the headlines were about his sporting future. But within weeks, the impact has spilled far beyond the pitch. Major League Soccer (MLS) has now struck broadcast deals with Korean platforms Coupang Play and SPOTV, opening a direct line between American club football and one of Asia's most passionate fan bases.
Why This Matters for MLS
For years, MLS has sought global recognition but struggled to capture consistent attention in Asia. Son's transfer provides an instant entry point. As Korea's national team captain and the country's most famous football export, his presence gives American soccer a legitimacy it has rarely enjoyed overseas.
Executives close to the deal described it as a "timely opportunity." With Coupang Play and SPOTV set to air MLS matches, Korean fans will now have regular access not only to Son's games in Los Angeles but also to the broader league. Analysts say this could help MLS compete for mindshare in a market long dominated by Europe's Premier League and domestic K-League fixtures.
A Boon for Broadcasters and Brands
Korean streaming platforms gain a valuable product just as sports content is becoming a key driver of subscriptions. For advertisers, Son's arrival creates new inventory: matches that blend global star power with fresh narratives about MLS rivalries. "Every Son game becomes appointment viewing," one industry observer noted. "And that means new value for sponsors, from apparel to tech."
Korean Fans React
Initial reaction in Korea has been enthusiastic. Social media posts tagged #SonInLA trended across Twitter/X and Instagram, while Coupang Play confirmed a spike in pre-registrations for its MLS coverage. For many fans, late-night viewings of Tottenham matches have been the norm for nearly a decade. For Korean fans, LAFC fixtures will be broadcast at hours that are far less punishing than late-night Premier League kickoffs, a change that could make following Son's matches part of a regular viewing routine.
Looking Ahead
The larger issue for MLS is whether Son's move can translate into durable gains. The league has experienced moments of global attention before-most famously when David Beckham joined LA Galaxy in 2007-but those boosts faded quickly. This time, success will depend on turning the initial surge of Korean interest into steady viewership. If that happens, MLS could begin carving out a more secure place in the highly competitive world football landscape.
Closing Thought
Son Heung-min's move to Los Angeles has already changed MLS's visibility in Korea, proving that one transfer can reshape not just a team but an entire media market. Whether the effect lasts will depend on how well MLS can tell its story to new fans-both in Seoul and around the world.
