HYBE Partners with LAFC in First-Ever MLS Sponsorship, Celebrating K-pop Culture and Fandom in LA as Club Begins Audi 2025 MLS Cup Playoffs

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LOS ANGELES--(BUSINESS WIRE)--Oct 23, 2025--

In celebration of the strong ties between Los Angeles and South Korea and the Korean influences that define LA’s cultural identity, global entertainment lifestyle platform company HYBE is teaming up with LAFC to sponsor the first Audi 2025 MLS Cup Playoff home game at BMO Stadium on October 29, marking the first-ever collaboration between HYBE and Major League Soccer.

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As part of the sponsorship, HYBE and LAFC will host a special fan activation during the playoff match that brings the essence of K-pop to BMO Stadium. This one-of-a-kind celebration will feature Korean-inspired cuisine from local vendors Love Hour and Kogi BBQ and a lightshow set to HYBE artist songs, filling the stadium with the infectious spirit of K-pop. The event will give LAFC supporters a chance to experience the immersive fan engagement that defines HYBE’s brand and celebrate K-Culture’s impact on Los Angeles, inviting the entire city to share in an evening that blends culture, music, and community.

“Music and sport have the power to transcend borders and language, and LAFC has created new bridges between South Korea, the U.S., and the world,” said Bang Si-Hyuk, Chairman of HYBE. “Los Angeles’ tremendous diversity and rich heritage of Korean culture made LAFC the perfect partner for HYBE’s first MLS collaboration, and we could not be more excited to strengthen our bond with fans in LA.”

“The Americas represent one of HYBE’s most dynamic growth frontiers, and our partnership with LAFC only deepens our presence and cultural impact here,” said Isaac Lee, Chairman and CEO of HYBE America. “This event is a celebration of the power of fandom to connect audiences across sports, music, food, entertainment, and culture. HYBE remains committed to uniting cultures through music, storytelling, and live experiences that defy boundaries, and we will continue creating entertainment that resonates across the world.”

“We’re honored to be chosen as HYBE’s first Major League Soccer partner. At LAFC, we know the power of passionate fan culture, and HYBE shares that same energy and commitment,” said LAFC Co-President Larry Freedman. “Together we will create an unforgettable experience at BMO Stadium that highlights the energy of K-pop and the inclusivity of our club and city, while showcasing the global spirit that defines HYBE and LAFC.”

HYBE and LAFC’s new partnership is a testament to HYBE’s dedication to promoting Korean culture while also fostering the global growth of K-pop. By working hand-in-hand with regional leaders, HYBE ensures that its efforts respect local traditions and allow diverse cultures to thrive, creating a more authentic and inclusive fan experience.

Building on its existing success in music and fandom, HYBE continues to expand its offerings with a vision to unite fans everywhere through the shared language of music and the universal spirit of fandom.

About LAFC

The 2022 MLS Cup Champion Los Angeles Football Club has represented the greater Los Angeles area in Major League Soccer since 2018. The two-time Supporters’ Shield Champions (2019, 2022) and 2024 U.S. Open Cup Champions, LAFC is dedicated to building a world-class soccer club that represents the diversity of Los Angeles and is committed to delivering an unrivaled experience for fans. LAFC’s ownership group is comprised of local leaders and innovators of industry with intellectual capital, financial prowess, operations expertise and success in the fields of entertainment, sports, technology and media. LAFC is invested in the world’s game and Los Angeles, constructing and developing the 22,000-seat BMO Stadium and a top-flight training center on the campus of Cal State Los Angeles.

About HYBE

HYBE Corp. (HYBE), rebranded from Big Hit Entertainment in March 2021, is a global entertainment lifestyle platform company committed to innovating the music industry through boundless expansion. Through a diversified structure that encompasses the Label, Solution and Platform businesses, HYBE creates synergy across its core pillars to deliver enhanced fan experiences and drive cultural impact worldwide. Ever since, HYBE has been expanding its multi-label system including BIGHIT MUSIC, BELIFT LAB, SOURCE MUSIC, PLEDIS Entertainment, KOZ ENTERTAINMENT, ADOR, YX LABELS, while HYBE AMERICA also manages its affiliate labels including Big Machine Label Group and Quality Control. In addition to the music business, HYBE established an integrated structure with its tech-driven future growth initiatives that creates concerts, video content, games, original story and retail, as well as a platform business through Weverse, a global superfan platform. Composed of its global offices based in Korea, Japan, the US, Mexico, China, and India, the company works towards bringing innovative change throughout the global music industry.

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CONTACT: Media Inquiries

HYBE Global Communications,[email protected]

LAFC Communications,[email protected]

Upland Workshop,[email protected]

KEYWORD: SOUTH KOREA UNITED STATES NORTH AMERICA ASIA PACIFIC CALIFORNIA

INDUSTRY KEYWORD: SOCCER ENTERTAINMENT SPORTS GENERAL ENTERTAINMENT MUSIC EVENTS/CONCERTS

SOURCE: HYBE

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PUB: 10/23/2025 12:00 PM/DISC: 10/23/2025 12:00 PM

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