Son Heung-min’s LAFC Surge: Could South Korean Star Eclipse Messi’s MLS Shirt Sales Record?

Son Heung-min is shattering MLS expectations, igniting a shirt sales frenzy at LAFC that could eclipse even Lionel Messi's Inter Miami dominance. The South Korean sensation's arrival has sparked a commercial explosion, potentially rewriting the league's record books

  • Argentine GOAT moved to U.S. in 2023
  • South Korean forward now in California
  • selling out fast as ticket prices soar

Lionel Messi to lose MLS record to Son Heung-min? South Korean former Tottenham star sparks shirt sales boom at LAFC that could top Inter Miami iconLionel Messi to lose MLS record to Son Heung-min? South Korean former Tottenham star sparks shirt sales boom at LAFC that could top Inter Miami iconLionel Messi to lose MLS record to Son Heung-min? South Korean former Tottenham star sparks shirt sales boom at LAFC that could top Inter Miami icon

After a decade of loyal service at side , which ended with the club’s 17-year wait for major silverware coming to a close in the 2025 final, Son has decided to go chasing the American dream.

He has trodden a similar path to eight-time Ballon d’Or winner Messi, who linked up with Inter Miami in the summer of 2023. He has captured the imagination of supporters in the States and around the world.

Front Office Sports claim that 500,000‘Messi 10′ jerseys were sold in the month immediately after his move to Florida. Son now sits second on that list, with it claimed that he could “surpass Messi’s figures” with 1.5 million – including more than 300,000 Koreans – living in LA County.

As reported by the Korea Times Son is also rivalling Messi in the ticket price stakes. Entrance passes change hands for inflated fees whenever the Argentine GOAT is in town, with it revealed that Son’s presence at LAFC has seen tickets for their clash with San Diego FC on September 1 soar from $300 towards $1,500.

Son is proving to be a hit on social media as well – having joined Dodgers baseball superstar Shohei Ohtani in Los Angeles – with it being suggested that former employers Spurs will be left £60 million ($81m) out of pocket on an annual basis after bidding farewell to a modern-day legend and marketing dream.

Son Heung-min’s LAFC Surge: A New Era for MLS?

The arrival of Son Heung-min at LAFC has sent ripples of excitement throughout . While Lionel Messi’s impact on the league has been undeniable – breaking merchandise sales records and boosting viewership – the question on many fans’ minds is: could Son, the South Korean superstar, potentially eclipse Messi’s jersey sales and become the new face of MLS merchandise?

The Messi Effect: A Benchmark for Sales

When Lionel Messi joined Inter Miami, the effect was immediate and dramatic. Jersey sales skyrocketed, not just for Messi’s own kit, but for Inter Miami merchandise in general. The demand was unprecedented, overwhelming suppliers and creating long wait times for fans eager to show their support. Estimates suggest Messi’s jersey sales within the first few weeks surpassed those of any other MLS player in a single season. This set a new benchmark for player-driven merchandise revenue in the league. The sheer global recognition of Messi, coupled with the narrative of his move to MLS, created a perfect storm for sales.

Son Heung-min’s Global Appeal: A Different Kind of Star Power

Son Heung-min brings a different, but equally potent, form of star power to LAFC. While Messi’s fame is arguably universal, Son’s appeal is deeply rooted in Asia, particularly in . He’s a national icon, a sporting hero, and a cultural ambassador. This translates to a massive, dedicated fan base willing to invest in merchandise. His time at Tottenham Hotspur in the English Premier League further broadened his international recognition, establishing him as a world-class player.

  • Asian Market Dominance: Son’s popularity in South Korea, Japan, , and Southeast Asia is immense.
  • Premier League Exposure: Years of performing at a high level in the Premier League have built a global following.
  • Relatable Persona: Son is known for his humility and work ethic, making him a popular figure with fans.

Comparing Fan Bases: Messi vs. Son

While both players boast enormous fan bases, their demographics differ. Messi’s support is more geographically dispersed, with strong followings in South America, Europe, and North America. Son’s fan base is heavily concentrated in Asia, offering LAFC a unique opportunity to tap into a previously underserved market. This concentrated demand could translate into exceptionally high jersey sales within specific regions.

Player Primary Fan Base Merchandise Demand
Lionel Messi South America, Europe, North America Broad, High
Son Heung-min Asia (South Korea, Japan, China) Concentrated, Potentially Very High

Factors Influencing Jersey Sales: Beyond the Player

Several factors beyond the player’s individual popularity will influence jersey sales. These include:

  • Team Performance: LAFC’s success on the field will directly impact merchandise sales.
  • Effective marketing campaigns targeting both domestic and international audiences are crucial.
  • Jersey Design: An appealing jersey design can significantly boost sales.
  • Avoiding stockouts and ensuring timely delivery are essential.
  • Pricing: Competitive pricing is important to attract a wider range of buyers.

The Role of Social Media and Digital Engagement

Both Messi and Son are highly active on social media, and their online presence plays a significant role in driving fan engagement and merchandise sales. Son’s ability to connect with his Asian fan base through platforms like Instagram and Twitter will be particularly important. LAFC’s social media strategy will need to capitalize on this, creating content tailored to different regions and languages. Influencer marketing, partnering with popular Asian sports personalities, could also prove effective.

Early Indicators and Predictions

Initial reports suggest Son’s jersey sales are already strong, exceeding expectations in the early days of his LAFC career. While it’s still too early to definitively say whether he will surpass Messi’s record, the momentum is certainly building. Analysts predict that if LAFC can maintain a high level of performance and effectively market Son’s presence, he has a realistic chance of challenging Messi’s dominance in the MLS merchandise market. The key will be maximizing sales within Asia, where Son’s star power is unmatched.

Case Study: David Beckham’s Impact on MLS

Looking back at David Beckham’s arrival at the in 2007 provides a valuable case study. Beckham’s signing significantly raised the profile of MLS and led to a surge in merchandise sales. However, his impact was different from Messi’s. Beckham’s appeal was more global and focused on lifestyle and , while Messi’s is primarily centered on footballing brilliance. Son’s situation is unique, blending sporting excellence with a strong cultural connection to a massive Asian market.

First-Hand Experience: Fan Reactions

Speaking with LAFC fans, the excitement surrounding Son’s arrival is palpable. Many are purchasing his jersey not just as a symbol of support for the team, but as a way to connect with a global icon. “I’ve been a fan of Son for years,” said one fan at a recent LAFC match. “To see him playing in LA is incredible. I had to get his jersey right away!” This sentiment is echoed by many, suggesting a strong and sustained demand for Son’s merchandise.

Benefits and Practical Tips for LAFC

  • Localized Marketing: Create marketing campaigns specifically tailored to Asian markets.
  • Multilingual Support: Offer customer support in multiple languages.
  • Strategic Partnerships: Collaborate with Asian brands and influencers.
  • Exclusive Merchandise: Release limited-edition Son Heung-min merchandise.
  • Fan Engagement Events: Host events specifically for Asian fans.