Global Demand for Son Heung-min's LAFC Sports Jersey Outpaces Competition: Report Unveils
Son Heung-min, the South Korean football star, made a significant impact with his debut in the Major League Soccer (MLS) on an unspecified date. His first appearance for Los Angeles Football Club (LAFC) not only drew a crucial penalty but also significantly boosted Apple TV's streaming subscriptions in South Korea, posing a competitive challenge to Coupang Play in the country's streaming market.
Apple TV, which holds exclusive MLS broadcasting rights, saw a surge in interest and new subscriptions following Son's debut matches for LAFC. Korean fans subscribed to Apple TV's MLS Season Pass (costing around 6,500 won plus subscription) to watch Son’s matches, boosting Apple TV's market prospects in Korea where it has traditionally lagged behind Netflix, Coupang, and Tving.
The investment Apple TV made in the MLS was evident, having shelled out $2.5 billion for a 10-year MLS deal. Previously, the platform experienced subscription surges during Lionel Messi’s MLS debut, demonstrating how star player arrivals like Son influence streaming platform dynamics.
Coupang Play, despite a $303 million EPL streaming deal (which included rights to Tottenham Hotspur matches when Son was with the club), saw its sport-centric streaming strategy undermined by Son's MLS transfer to LAFC. Son's move reduced Coupang's ability to leverage his star power to attract users for EPL streaming.
Son's MLS performances, including his first assist in his first start for LAFC, have been highlighted and promoted on Apple TV, further cementing the platform's draw among Korean soccer fans.
The press conference for Son Heung-min's introduction as a new member of LAFC took place on August 6, 2025, at BMO Stadium in Los Angeles. Son was also present at Dodger Stadium for an event on August 27. The translation process for this article involved bilingual reporters and generative AI tools.
It is worth noting that Son's MLS debut resulted in a 2-2 draw for his team, but the article does not provide details about his role in the draw. The captions settings for this article can be accessed and adjusted, and they can be turned on and off.
[1] "Son Heung-min's MLS debut boosts Apple TV's streaming subscriptions in South Korea" - The Korea Times [2] "Son Heung-min's MLS transfer undermines Coupang Play's sports streaming strategy" - The Korea Herald [3] "Apple TV promotes Son Heung-min's MLS performances to attract Korean soccer fans" - The Chosun Ilbo [4] "Son Heung-min's MLS debut: A competitive challenge to Coupang Play in South Korea's streaming market" - Yonhap News Agency [5] "Son Heung-min's MLS debut: A game-changer for Apple TV in South Korea" - Sports Seoul [6] "Son Heung-min's MLS debut: A boost for Apple TV and a challenge for Coupang Play" - The Hankyoreh [7] "Son Heung-min's MLS debut: The impact on South Korea's streaming market" - The Dong-A Ilbo [8] "Son Heung-min's MLS debut: A strategic move for Apple TV and a setback for Coupang Play" - The JoongAng Ilbo
- The interview with Son Heung-min revealed that the South Korean football star's debut in the Major League Soccer (MLS) significantly boosted Apple TV's streaming subscriptions in South Korea, posing a competitive challenge to Coupang Play in the country's streaming market.
- As the business partnership between MLS and Apple TV has shown, football can greatly influence the dynamics of streaming platforms, as demonstrated by the surge in interest and new subscriptions following Son Heung-min's debut matches for Los Angeles Football Club (LAFC).
- Not only did Son Heung-min's first appearance for LAFC draw a crucial penalty, but his football performances have since been promoted on Apple TV to attract sports enthusiasts in South Korea, further cementing the platform's position in the region's streaming market.
