HYBE and LAFC Unveil First MLS Partnership with K-pop Night

HYBE has partnered with Los Angeles Football Club (LAFC) in its first-ever Major League Soccer (MLS) sponsorship, bringing K-pop and Korean culture to center stage during the club’s Audi 2025 MLS Cup Playoff home game at BMO Stadium on October 29.

The partnership marks the first collaboration between HYBE and Major League Soccer, celebrating the strong cultural ties between Los Angeles and South Korea. As part of the sponsorship, HYBE and LAFC will host a fan activation that transforms BMO Stadium into a K-pop-inspired celebration. The event will feature Korean cuisine from Love Hour and Kogi BBQ, along with a light show synchronized to songs by HYBE artists—immersing fans in the energy of K-culture.

“Music and sport have the power to transcend borders and language, and LAFC has created new bridges between South Korea, the U.S., and the world,” said Bang Si-Hyuk, Chairman of HYBE. “Los Angeles’ tremendous diversity and rich heritage of Korean culture made LAFC the perfect partner for HYBE’s first MLS collaboration, and we could not be more excited to strengthen our bond with fans in LA.”

“The Americas represent one of HYBE’s most dynamic growth frontiers, and our partnership with LAFC only deepens our presence and cultural impact here,” said Isaac Lee, Chairman and CEO of HYBE America. “This event is a celebration of the power of fandom to connect audiences across sports, music, food, entertainment, and culture. HYBE remains committed to uniting cultures through music, storytelling, and live experiences that defy boundaries.”

“We’re honored to be chosen as HYBE’s first Major League Soccer partner. At LAFC, we know the power of passionate fan culture, and HYBE shares that same energy and commitment,” said Larry Freedman, Co-President of LAFC. “Together we will create an unforgettable experience at BMO Stadium that highlights the energy of K-pop and the inclusivity of our club and city, while showcasing the global spirit that defines HYBE and LAFC.”

The partnership underscores HYBE’s commitment to expanding Korean culture globally while supporting diverse regional expressions of fandom. By collaborating with regional leaders like LAFC, HYBE aims to foster authentic, inclusive fan experiences that bring communities together through music and sport.

Building on its success in music and fandom innovation, HYBE continues to expand its global presence with a vision to unite fans through the shared language of music and the universal spirit of fandom.