As Los Angeles enters the final stretch before the FIFA World Cup, LAFC is preparing to use the global tournament as a major opportunity to expand its presence both locally and internationally.
LAFC co-president Larry Freedman, who also serves as co-chair of the Los Angeles World Cup Host Committee, said the club is ready to meet the moment after years of preparation.
“We are just really excited about the tournament finally being here,” Freedman said during a press conference on May 24. “This project started eight years ago for us. We’ve been working on this for a long time.”
With the World Cup approaching, Freedman said excitement across Los Angeles is building, creating an important moment for LAFC to connect with new and existing soccer fans.
“We’re kind of into that home stretch where you can feel the real passion and the fervor starting to build,” he said. “We’re just hoping that as many people as possible start their World Cup journey here in Los Angeles.”
LAFC Plans Watch Parties and Community Events During World Cup
For LAFC, the FIFA World Cup represents more than a global sporting event. It is a chance for the club to introduce itself to international soccer fans arriving in Los Angeles and to reinforce its identity as one of the city’s leading sports brands.
Asked by The Korea Daily whether LAFC has plans to promote the team during the tournament, Freedman said the club’s strategy is simple: be present where fans gather.
“We are planning to be where the people are,” Freedman said. “We’ve got a number of community events and soccer celebrations that we’re either participating in or organizing.”
LAFC will host matchday live viewings beginning June 19 at Santa Monica Brew Works for the U.S. men’s national team’s match against Australia. Bike Shed Moto Co. in Downtown Los Angeles will also host watch parties for Mexico vs. Czech Republic on June 24 and USA vs. Turkey on June 25.
The club is also planning broader community activations throughout the city. One of the key events will be a Koreatown block party on June 18 in collaboration with the Korean Heritage Festival Organization for the Mexico vs. South Korea match.
LAFC will also have a presence at the FIFA Fan Festival at the Los Angeles Memorial Coliseum from June 11 to 14, while its bar partners and street teams will help create gathering spaces for fans throughout the summer.
“So you will see LAFC taking part in this glorious tournament,” Freedman said.
LAFC Sees World Cup as Chance to Grow Its Brand
Freedman said the World Cup will not create soccer culture in Los Angeles from scratch, but will amplify a culture that already exists. For LAFC, that creates an opportunity to reach fans who may be engaging with soccer in Los Angeles for the first time.
“I think this is a great opportunity to showcase the fact that LA is the best soccer city in this country,” he said.
Since joining Major League Soccer, LAFC has built one of the league’s most recognizable fan bases. The World Cup now gives the club a chance to position itself in front of a global audience while deepening its connection to Los Angeles’ diverse soccer communities.
That effort has been strengthened by the arrival of Son Heung-min, who has helped expand LAFC’s visibility far beyond Southern California.
Son Heung-min Strengthens LAFC’s Global Reach
Son, who is expected to play in his fourth World Cup for South Korea, has become one of LAFC’s most important links to international soccer fans.
Freedman said Son’s impact on the club has been immediate and measurable.
“Since Sonny arrived here at LAFC, the numbers speak for themselves,” he said. “The number of new fans that we’ve welcomed into BMO Stadium for LAFC matches, the following on social media, the broadcast numbers around the world — the growth and interest in LAFC, MLS and the game as a whole since he arrived last summer has been incredible.”
For LAFC, Son’s presence gives the club a unique role in the World Cup conversation. Korean and Asian soccer fans following South Korea’s national team now also have a direct connection to LAFC through one of the country’s most iconic players.
As the World Cup approaches, Son’s connection to both LAFC and the Korean national team is expected to draw more attention from international media and fans. His arrival has already helped connect LAFC to audiences in South Korea and across the global soccer market.
