'Asian superstar' Son Heung-min (34, LAFC) showed such tremendous influence that even the U.S. media was impressed.
Last year, Son Heung-min's performance at LAFC is regarded as an event that shook the entire MLS landscape beyond mere on-field performance. Lionel Messi leads Inter Miami and reigns as the league's dominant force. From his first season, Son Heung-min demonstrated dazzling scoring ability and influence, rising to a position where he is directly compared with Messi.
The U.S. edition of AS reported on the 13th that American media called Son Heung-min the only superstar who could challenge Messi's dominance in MLS.
The outlet praised him without reservation, saying, "Son Heung-min, who transferred to LAFC, scored 12 goals in just 13 games and established himself as the focal point of the attack. His scoring record, including the playoffs, is sufficient to show his immediate impact. Even compared with Messi, who continues to pursue MLS Cup titles and consecutive championships with Inter Miami, Son Heung-min's finishing and performance are by no means inferior."
In terms of performance alone, the presence of Son Heung-min and Messi is almost equal. Son Heung-min quickly became the core of the team's attack and brought significant changes to LAFC's playing style and strategy.
The effect of Son Heung-min was immediately evident in crowd draw and ticket sales. LAFC's home stadium, BMO Stadium, sold out for Son Heung-min's home debut against San Diego FC. Annual ticket sales also surpassed 1,000,000, establishing it as Los Angeles' top sports and entertainment venue. In particular, the influx of the local Korean American community in the LA area and global fans has simultaneously expanded local and international revenue. Unlike Messi, who has already maximized his national fan base and commercial value within the United States, Son Heung-min has the strength of solidifying a specific regional fan base while also attracting a global fandom.
In terms of brand value and commercial influence, Son Heung-min has brought significant change to MLS and LAFC. LAFC's chief commercial officer (CCO) said of Son Heung-min's acquisition, "Every element was perfect: position, playing style, personality, marketing value and cultural influence," and said the club is maximizing Son Heung-min's impact in sponsorships, merchandise sales and increased local fan inflow.
U.S. media analyze that Son Heung-min is shaking up Messi-centered marketing structures within MLS and is playing a role in raising the global brand value of both the league and clubs. With Son Heung-min's arrival, LAFC can realize a new marketing strategy aimed simultaneously at the local community and the global market, not just a simple strengthening of the team.
The competition between the two players is having direct and indirect effects on MLS MVP races and the league's balance of power. If Son Heung-min maintains his scoring and influence consistently, he could challenge Messi's previously absolute influence, and the league's internal balance could be reshuffled.
U.S. media analyze that the competition between Son Heung-min and Messi is a "superstar effect" that connects not only match outcomes but also MLS's commercial revenue structures, viewership and fanbase expansion. In fact, LAFC has seen large increases in ticket sales and media exposure thanks to Son Heung-min's presence, and the club and the entire league are concretizing a global marketing strategy centered on Son Heung-min.
As a result, the showdown between Son Heung-min and Messi carries significance beyond mere sports competition in MLS history. The rivalry and achievements of the two players are directly linked to the league's globalization, rising brand value and expansion of local and international fan bases, and they serve as a key opportunity for MLS to expand its influence in the global soccer market beyond North America. If Son Heung-min maintains his current scoring pace and influence going forward, he is likely to stand shoulder to shoulder with Messi and become MLS's new commercial and sporting center.
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