February 23 – Los Angeles FC is partnering with the Seoul Metropolitan Government and the Seoul Tourism Organisation. The agreement names Seoul as an official tourism partner of Los Angeles FC.
The city’s ‘Seoul My Soul’ brand will feature prominently throughout the MLS season, including in-stadium exposure at BMO Stadium and broadcast integration during LAFC matches.
The collaboration also taps into LAFC’s expanding presence across Asia. Since signing for South Korea’s most recognisable football export, Son Heung-min, has driven fan engagement to new heights.
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.”
For Seoul, Los Angeles is home to one of the largest Korean diaspora communities outside South Korea and a major hub for international travel.
Contact the writer of this story at moc.l1771806706labto1771806706ofdlr1771806706owedi1771806706sni@r1771806706etsbe1771806706w.kci1771806706n1771806706
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