A record‑breaking week

Son Heung‑min’s arrival at LAFC is already rewriting the sports marketing playbook. Within days of completing his move from Tottenham Hotspur, the 33‑year‑old’s shirt has become the best‑selling across all sports globally — not merely MLS. LAFC co‑president and general manager John Thorrington told talkSPORT on 15 August that Son is “now selling more shirts than anyone,” adding that the South Korean has, at this moment, surpassed Lionel Messi, Cristiano Ronaldo and even crossover icons such as LeBron James and Stephen Curry.

Tickets through the roof

The commercial ripples are immediate. For LAFC’s home match against expansion side San Diego FC on 1 September, secondary‑market prices have reportedly leapt from around $300 (£221) to $1,500 (£1,105) within a week — a five‑fold surge that rivals, if not exceeds, the spikes seen when Messi landed at Inter Miami.

“Measured by trophies, not sales”

Thorrington insists the club’s focus remains firmly on footballing returns. “The wisdom of this move will not be measured by commercial success, it will be measured by trophies and on‑field success,” he said. “That’s what we’re really excited about. There are two sides to it.”

First start on the horizon

After a lively debut cameo in Chicago, Son is in line for his first MLS start this weekend as LAFC visit the New England Revolution at Gillette Stadium on Saturday night (Sunday morning in Korea). Expect another away‑day groundswell: wherever LAFC travel, Son’s presence is drawing neutral fans and Korean communities in significant numbers.

Why this move matters

• MLS’s global push: The league gains a flagship Asian superstar with genuine crossover appeal in Europe, North America and across Asia.

• LAFC’s market power: Beyond shirt sales and ticket spikes, Son instantly becomes a centrepiece for broadcast interest and commercial partnerships.

• Community energy: The large Korean diaspora on the US West Coast provides a ready‑made, passionate fanbase that amplifies matchday atmosphere and local economic activity.​

The bottom line

Son’s transfer — understood to be an MLS‑record deal — is already a phenomenon at the tills and turnstiles. But by LAFC’s own yardstick, the true success will be judged in silverware. The stage is set; now the football has to follow.