In a groundbreaking fusion of global entertainment and American sports, HYBE has established a first-of-its-kind cultural partnership with Los Angeles Football Club (LAFC), marking the entertainment giant’s inaugural sponsorship deal in Major League Soccer history. The collaboration strategically leverages the strong historical and cultural connections between Los Angeles and South Korea, aiming to celebrate shared cultural elements while creating new opportunities for fan engagement across different entertainment spheres.
The partnership will officially launch during LAFC’s home game on October 29, 2025, coinciding with the Audi 2025 MLS Cup Playoffs at BMO Stadium. This carefully timed event will feature an extensive K-Culture festival integrated into the playoff atmosphere, transforming the traditional sports experience into a multidimensional cultural celebration.
Attendees will be immersed in a spectacular light show choreographed to music from HYBE’s impressive roster of artists, including BTS, Seventeen, and KATSEYE. Technology plays a central role in this innovative collaboration, with fans receiving Bluetooth-controlled light bracelets that enable synchronized participation during performances.
Bluetooth bracelets transform fans into part of the spectacle as HYBE’s artists soundtrack a revolutionary stadium experience.
This technological integration creates a collective, interactive experience reminiscent of K-pop concerts, while simultaneously enhancing the soccer match atmosphere. The partnership will also utilize promotional analytics tools to measure fan engagement and optimize future collaborative events. The event will also feature diverse Korean food options throughout the stadium, further emphasizing the cultural exchange aspect of the partnership. The inclusion of authentic K-Food offerings is designed to provide attendees with a comprehensive cultural experience that extends beyond music and sports to showcase Korean culinary delights.
This unique partnership will be highlighted in the “Force For Good Monthly” updates planned from May through September 2025, documenting how this cultural alliance is creating positive community impact through shared values and initiatives.
For HYBE, this alliance represents a strategic expansion beyond music into sports entertainment, positioning the company as a pioneer in merging lifestyle entertainment with athletic sponsorship. The collaboration opens MLS to international audiences, particularly K-pop fans worldwide, while strengthening LAFC’s brand identity as a culturally diverse, forward-thinking sports franchise. HYBE will ensure all musical performances are properly registered with performance rights organizations to maintain compliance with copyright regulations while maximizing royalty collection for their artists.
Both organizations have indicated plans to extend their collaboration beyond the initial K-Culture event, suggesting potential for co-branded campaigns, additional cultural events throughout the MLS season, and other integrated experiences.
This partnership demonstrates how entertainment companies and sports organizations can create mutually beneficial relationships that transcend traditional industry boundaries, potentially influencing similar collaborations across the global sports landscape.
