The ownership group of LAFC, Son Heung-min's new team, is stacked with famous figures such as NBA legend Magic Johnson and US women's soccer legend Mia Hamm. What the LAFC ownership group, made up of 26 people in total, has in common is that they are figures who have created boundary-breaking innovation in their respective fields.
[The achievements of LA84's activities © LA84 Foundation]
Magic Johnson, after publicly disclosing his HIV infection in 1991, led social change by fighting prejudice against the disease, and Mia Hamm proved the possibility of women's sports to the whole world. Along with this ownership group, a phrase that stands out when you access the LAFC Foundation website also reveals LAFC's character. The phrase "We are a proud member of the LA84 Alliance, a joint diversity, equity, and inclusion (DEI) initiative of 11 LA-area professional teams in partnership with LA84" introduces the goal of the LA84 Alliance, which goes beyond a mere alliance of sports teams. The LA84 Alliance — a cooperative body jointly pursued by 11 LA-area professional teams, from the LA Dodgers, Lakers, Clippers, Rams, Chargers, Kings, Ducks, Angel City FC, Sparks, to LAFC — is moving for social change across the entire city. The core of this program is to expand each team's individual efforts into city-level synergy. At the "Alliance Unity March," held in July 2021 to mark the first anniversary of George Floyd's death, LAFC Vice President Benny Tran even gave a speech in person.
[Notice of the 2025 Women's Empowerment Night © LAFC]
Women's Empowerment Night: Practice Beyond a Slogan
On March 1 this year, LAFC partnered with Cinnamon Toast Crunch to hold a "Women's Empowerment Night." This event, attended by high-school girls, was not a mere marketing event but an occasion to publicize a platform for developing women's leadership and expanding opportunities. At the event, a panel talk by LAFC's female staff was held. Mia Hamm participating as an owner also takes on meaning seen in this context. Mia Hamm is not a mere investor but a partner who draws up, together, LAFC's long-term vision for the development of women's sports. What is interesting is that after Son Heung-min's joining, Asian women's interest in soccer has sharply risen. At BMO Stadium, you can now easily find female fans conversing in Korean, Japanese, and Chinese. It is a diversity-spreading effect created by a single global star.
LA County is the region with the largest Asian population in the United States. About 1.5 million Asians live there, a figure reaching about 15% of the total population. But apart from the baseball player Shohei Ohtani, a star representing Asians has not been prominent in mainstream sports. Son Heung-min's appearance is a symbolic event that fills this gap. The figure of the highest transfer fee in the history of the US professional soccer league MLS makes this symbolism felt even more greatly. It can also be seen as meaning that LAFC views the Asian market not as a mere "niche" but as the "mainstream."
There was an effect. In fact, at Son Heung-min's debut match against Chicago Fire on August 10, 22,000 seats sold out. Fans wearing Korea, Tottenham, and Bayer Leverkusen jerseys were spotted throughout the stadium, and some fans even shed tears of emotion at this historic moment.
Diversity Gathered by the Common Denominator of Soccer
The name of the LAFC supporters' group "3252" is taken from the capacity of the supporters' section at the north end of BMO Stadium. The cheering songs they sing are sung in three languages: English, Spanish, and Korean. This multilingual cheering culture began with the Koreatown-based "Tigers Supporter Group (TSG)." Founded in 2017 with 15 members, this group has now grown to more than 100 and is one of 3252's major fan groups. LAFC's strategy is to integrate diversity rather than divide it. While respecting each community's unique culture, it binds them into one identity through the common denominator of soccer.
[The Tigers Supporter Group © lafc_tsg]
The new scenes witnessed at BMO Stadium prove this: the fusion of Korean traditional cheering culture and Mexican-American cheering culture, cheering banners made in various Asian languages, and the increase in Asian family-unit spectators across generations. The lesson LAFC's diversity strategy gives to companies is clear: diversity is not a mere slogan but a core driver of business success. In particular, our companies competing in the global market cannot help but consider such an inclusive approach. For companies aiming to advance overseas, LAFC's case provides a practical benchmarking point.
The Future of the Partnership Son Heung-min and LAFC Will Complete
On the occasion of Son Heung-min's entry into LAFC, ESG.ONL examined the meaning of this new encounter. Part 1 illuminated community-based trust, Part 2 the social-contribution system, Part 3 sustainable eco-friendly infrastructure, and the final Part 4 the philosophy of diversity and inclusion, the foundation for the preceding elements to work in harmony.
The true values of LAFC discovered through Son Heung-min were: the symbolism of an Asia-based global star and the opportunity to connect to global impact, natural communication and exchange with various cultures, the alignment of a personal brand and organizational values, and a practical platform for social change through soccer. It is worth expecting that LAFC will open up the possibility of providing Son Heung-min not simply a place to play soccer but a stage that changes the world.
by Editor L