
Lionel Messi to Lose MLS Record to Son Heung-min? South Korean Star Sparks Shirt Sales Boom at LAFC That Could Top Inter Miami Icon
Could Son Heung-min Really Surpass Lionel Messi’s MLS Shirt Sales Record?
Major League Soccer is no stranger to global icons making their mark, but this summer’s transfer headlines have carried an intriguing twist. Lionel Messi, the man who redefined what it means to be a superstar in North American football, may soon be eclipsed in one surprising metric — shirt sales. And the challenger? None other than Son Heung-min, the South Korean forward who, after a decade at Tottenham, has chosen Los Angeles and LAFC as the next chapter in his story.
What Happened?
In May 2025, Son brought an emotional end to his 10-year spell in North London. His farewell wasn’t just any goodbye — it came days after captaining Spurs to their first major trophy in 17 years, lifting the Europa League. It was the perfect ending to a glittering Premier League era, yet the 33-year-old still had unfinished dreams.
Instead of winding down quietly, Son opted for a bold leap into Major League Soccer. Signing for LAFC, he joined a growing list of global stars chasing the American dream, a path famously taken by Lionel Messi two years earlier. The difference? While Lionel Messi’s arrival sent shockwaves through Florida and beyond, Son’s move has sparked a cultural and commercial explosion on the U.S. West Coast.
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Lionel Messi Inter Miami 2025
The Bigger Picture
When Lionel Messi joined Inter Miami in 2023, the numbers were staggering. Front Office Sports reported that half a million ‘Messi 10’ shirts were sold within a month — a record-breaking feat for MLS merchandise. At the time, it seemed untouchable.
But Son’s arrival in Los Angeles has a unique advantage: demographics. Over 1.5 million Korean-Americans live in the Greater Los Angeles area, with more than 300,000 in LA County alone. Combine that with Son’s standing as arguably Asia’s most popular footballer, and the result is a marketing phenomenon in the making. Early projections suggest Son could surpass Lionel Messi’s first-month tally and, with the season ahead, potentially set an all-time MLS shirt sales record.
Did You Know?
Son is already second on the all-time MLS launch list for shirt sales after just weeks in California. Industry insiders are whispering that his figures might not just edge past Lionel Messi’s — they could blow them away. That’s because Son’s appeal stretches far beyond football.
In South Korea, he is a household name. In the United States, his profile has been boosted by the city’s other sports icons — particularly Shohei Ohtani, the LA Dodgers baseball star. The pairing of two Asian sporting giants in one city has turned Los Angeles into an epicentre of sporting and cultural pride for the Asian diaspora.
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son heung min
Ticket Prices Soar
The Lionel Messi effect was never just about shirts. His appearances turned ordinary MLS fixtures into must-see events, with ticket prices often tripling overnight.
Now, the Son effect is showing similar — and in some cases even more extreme — results. Take LAFC’s upcoming clash with San Diego FC on September 1. Initially, tickets were available for around $300. Within days of Son’s signing, resale prices were flirting with $1,500.
For a league constantly seeking to grow its brand, this is pure gold. For the fans, it’s proof of the star power Son brings — and perhaps a taste of what’s to come every time LAFC travel.
The Social Media Surge
Off the pitch, Son’s arrival has lit up social platforms. LAFC’s follower counts have spiked across Instagram, TikTok, and X (formerly Twitter), with Korean and international fans flooding timelines with matchday clips, training footage, and even glimpses of Son exploring Los Angeles.
Pairing him with Ohtani in promotional campaigns has been a marketing masterstroke. Billboards featuring both athletes have appeared in Koreatown and downtown LA, turning Son’s signing into more than a footballing event — it’s become a city-wide celebration of culture, sport, and identity.
The Cost to Spurs
While LAFC are reaping the benefits, Son’s departure has left a sizeable commercial gap at Tottenham Hotspur. According to The Korea Times, Spurs could see annual revenue drop by around £60 million ($81m) purely from lost marketing opportunities in Asia and beyond.
For a decade, Son was not just a key player but also Tottenham’s bridge to the Asian market. His face adorned countless campaigns, his name shifted merchandise worldwide, and his presence brought millions of eyes to Spurs’ brand. Replacing that influence won’t be easy.
Could Son Really Surpass Lionel Messi’s MLS Legacy?
It’s worth noting that Lionel Messi’s impact went beyond numbers. His move elevated MLS’s profile globally, attracting viewers who had never previously tuned into the league. Son may not carry the same “GOAT” aura in the Western football narrative, but his influence in Asia is arguably just as powerful as Lionel Messi’s in Latin America and Europe.
If Son’s shirt sales do indeed overtake Lionel Messi’s record, it will be a landmark moment for MLS — proof that the league can attract and monetise stars from different corners of the footballing world. It would also cement the idea that MLS is not just a retirement destination for European stars, but a genuine stage for global icons in their prime years.
What Next for Son?
The South Korean forward is already making himself at home in California. LAFC are banking on his attacking flair to push them towards silverware, while the league hopes his presence boosts TV deals and international coverage.
On September 1, the eyes of MLS — and large parts of the world — will be on BMO Stadium for LAFC vs San Diego FC. If the ticket frenzy is anything to go by, the atmosphere will be electric.
Beyond the pitch, expect to see Son’s image plastered on promotional materials, his name trending on matchdays, and his shirt sales updates making headlines. Whether he tops Lionel Messi’s record or not, one thing is clear: Son Heung-min’s move to MLS is already one of the most commercially successful transfers in the league’s history.
Final Thoughts
The beauty of football lies in its unpredictability. Few would have predicted that Lionel Messi’s MLS record could be under threat so soon, yet here we are. Son Heung-min, with his combination of on-field brilliance and off-field marketability, is rewriting the script.
If the projections hold true and Son does surpass Lionel Messi’s shirt sales milestone, it will mark a new chapter for MLS — one in which the league becomes a genuine global melting pot of talent and fandom. And perhaps, just perhaps, it will prove that records, no matter how legendary the holder, are always there to be broken.
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