‘Son Heung-min effect’ hits LA early with jersey sellouts, soaring ticket prices
Los Angeles FC forward Son Heung-min celebrates a draw against the Chicago Fire at SeatGeek Stadium, Aug. 9. Reuters-Yonhap
Los Angeles is already experiencing the “Son Heung-min effect,” with his jerseys selling out and ticket prices for home matches skyrocketing. The arrival of the South Korean superstar, who joins MLB icon Shohei Ohtani in the city, is heating up the city’s Asian market.
As of Monday afternoon in Korea, LAFC’s official online store had sold out all but the largest size of its black-and-gold home jersey featuring Son’s No. 7. When Son joined LAFC on Aug. 7, the club’s physical stores were swamped with fans trying to buy his jersey. Just four days later, the online store was also sold out.
Some official outlets have been turning customers away, telling them they can buy jerseys from other branches and bring them in for customization — adding a name and number — which costs about 50,000 won ($37). The pre-personalized player jersey sells for $194.99. In Korea, fans can also order from the club’s official online store, but some reported having their overseas purchases abruptly canceled due to stock shortages and overwhelming demand. “I bought it through international shipping, but it was canceled without notice. I think it was either sold out or they couldn’t handle the sudden flood of orders,” said a 30-something office worker.
Son Heung-min, center, poses with LAFC lead managing owner and director Bennett Rosenthal, left, and general manager John Thorrington during his introductory press conference at BMO Stadium in Los Angeles, Aug. 6. Reuters-YonhapSon Heung-min is greeted by fans during his introductory press conference at BMO Stadium in Los Angeles, Aug. 6. Reuters-Yonhap
Son’s arrival is reminiscent of the frenzy that followed Lionel Messi’s move to Inter Miami two years ago. U.S. sports outlet Front Office Sports said Son’s jersey sales rank second in MLS history for debut-period sales, behind only Messi. The Argentine sold 500,000 jerseys in his first month. However, with 1.5 million Asians — including more than 300,000 Koreans — living in LA County, Son may surpass Messi’s figures.
The price for prime seats for the Sept. 1 match between LAFC and San Diego FC tops $1,500 on U.S. ticket platform SeatGeek, Monday. Captured from SeatGeek
Ticket prices for Son’s home games are also surging. On Monday, ticket platform SeatGeek showed that prime seats for LAFC’s Sept. 1 home match against San Diego FC at BMO Stadium were selling for as high as $1,500. Such seats typically cost between $300 and $500, meaning prices have risen more than fivefold. Prices for regular seats, normally $30 to $50, are also climbing. Miami similarly reset ticket prices following Messi’s arrival.
Lionel Messi / Reuters-Yonhap
Shohei Ohtani / AP-Yonhap
MLS has made Son a marketing focal point. For four straight days after his signing, the league’s official website featured him on its main page. A 4-minute video of Son being subbed off in his debut topped 1 million views in less than 24 hours on the official MLS YouTube channel, while LAFC’s own debut video drew 10 million views in just 9 hours. British outlet Football Insider reported that Tottenham could lose up to 60 million pounds (about $80 million) in annual revenue following Son’s departure. Son reportedly boosted jersey sales by about 1,000 units every match.
With Son’s arrival, LA’s Asian market is set to expand further. On Aug. 10, some LA bars aired his MLS debut alongside Ohtani’s 41st home run game. With two Asian superstars commanding attention, the city’s Asian market is expected to become an even bigger economic force. Sports site The Athletic said, “If Messi’s debut in 2023 felt like the dawn of a new era for MLS, Son’s debut two years later is a reminder that the league still has room to grow.”
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.