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Son Heung-min is an LAFC building block to win and grow global brand

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The South Korean striker has been his country’s most popular athlete for a decade and means as much to his new soccer team off the field as on it.
Already the home of Shohei Ohtani, Los Angeles is now also the home of South Korea’s Shohei Ohtani.
Like Ohtani, Son Heung-min has been the most popular athlete in his home country by a wide margin for close to a decade. Like Ohtani, Son has a pleasant disposition that has endeared him to people from a wide range of backgrounds.
Son was introduced as the latest addition to LAFC at a news conference on Wednesday at BMO Stadium, and he was everything he was made out to be.
He came across as sincere.
He was warm.
He was funny.
“Are we calling it football or soccer?”
None of this means Son will turn LAFC into the Dodgers overnight, of course. By this point, Major League Soccer and its teams understand that profile players aren’t transformative figures as much as they are building blocks. Son will be the newest, and perhaps most solid, block that will be stacked on the foundation established by the club’s first designated player, the now-retired Carlos Vela.
Outside of Lionel Messi or Cristiano Ronaldo, there might not be a player in the world who could be of a greater value than Son to LAFC, which continues to fight for relevance on multiple fronts. There was a reason the transfer fee paid by LAFC to Tottenham Hotspur of England was the highest in MLS history, a reported $26 million.
“Son’s arrival marks a new chapter, not just for LAFC but for the league and for football in the United States,” general manager John Thorrington said. “He brings not only incredible quality on the field but a magnetic presence off it, someone who inspires millions around the world and now will do so here in Los Angeles.

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