LLAFC is a professional soccer team in Major League Soccer (MLS) based in Los Angeles, competing in the Western Conference. It plays home games at BMO Stadium and earns revenue from ticket sales, sponsorships, merchandise, and broadcasting rights. The team focuses on delivering an exceptional fan experience and has a strong supporters’ group, The 3252. LAFC differentiates itself through its city-centered identity, dedicated home venue, and active supporter culture, including independent fan organizations. Its goal is to be a leading MLS club by building a loyal fan base, generating consistent revenue, and competing for championships while growing the club's brand and community impact.
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Founded
2014
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Shocking footage emerges as LAFC investigate racist abuse of MLS star Son Heung-min. Published Oct 27, 2026, 7:37 PM GMT Marcus is a sports journalist with more than five years of experience, specializing in Football, Formula 1 and Tennis. He was a football network writer for Reach PLC, writing for pages such as the Manchester Evening News, Liverpool Echo and Football.London. From 2022 to 2026, Marcus worked for SPORTbible, playing a role in growing the brand's F1 output and audience, as well as covering a wide range of sports including boxing, MMA, darts and athletics. So far in his career, Marcus has interviewed some of the biggest names in different sports, including the likes of Max Verstappen, Trent Alexander-Arnold, Ashley Cole, Jenson Button, Fred Vasseur and Tim Henman. Los Angeles FC are reportedly set to open an investigation after star player Son Heung-min appears to have been the subject of racial abuse from a fan. Son, 34, ditched European football in the summer of 2025 after leaving Tottenham Hotspur for Major League Soccer outfit Los Angeles FC, having previously played for Bayer Leverkusen and Hamburger SV. Since moving to the United States of America, Son has managed to score 21 goals in 52 appearances across all competitions. He also won the MLS Goal of the Year in 2025 and was named to the MLS All-Star Team this year. Son heung-min suffers alleged racial abuse after LAFC vs LA Galaxy. In recent days, footage emerged on social media which appeared to show a fan shouting the term 'nihao', which is the Mandarin word for hello, towards Son as he thanked Los Angeles FC fans following a 2-2 draw with rivals Los Angeles Galaxy. According to Goal, the term is 'widely recognised as a racist microaggression when directed towards a Korean individual'. Posting a picture of the fan accused of having shouted the racial slur at Son, the social media user wrote: "LAFC, this man straight up yelled nihao nihao at Sonny when he circled the field to thank the fans after the game. "I spoke with security and since he left Section 111 by then, they said there was little they could do. Since when was racism accepted in MLS." The social media user also posted a video, with a caption that read: "Dropping the video. If this man is a season ticket holder, then at the minimum his tickets and access should be revoked. Pref lifetime ban. He wanted signatures on that hat and yelled nihao at Son. In LA. In 2026." Other fans were quick to slam the accused, one fan wrote: "What a disgusting b*****d this guy!!! @MLS respond to this and take immediate action. How TF is racism normal? What a loser." Another fan tweeted: "Hey @LAFC what are you doing to protect your players???" It is believed that Los Angeles FC and MLS officials are expected to review the stadium footage and launch a formal investigation into the matter. Looking ahead, Son and Los Angeles FC will be back in MLS action next week when they take on Minnesota United at the BMO Stadium.
How Michael Lienert's MLS experience carried from LAFC to the Chicago Fire. Major League Soccer clubs can look very different depending on their stage of development. Michael Lienert has worked within that range. He joined Los Angeles Football Club during its early formation, before the club had played a match, and later completed senior-level business development work with Chicago Fire FC. One club was being built from the ground up. The other had an existing identity but was still growing its audience in a crowded sports city. The principles developed in the first setting remained relevant in the second. Starting from zero at LAFC. Michael Lienert joined the LAFC effort through Legends Hospitality as one of the club's first hires. At that stage, there was no match history, established fan base, or stadium in operation. The work involved helping create an identity, brand, and fan base from scratch. The market added to the challenge. Los Angeles offers an extensive range of sports and entertainment options, and a new club had to earn attention and trust from corporate partners and premium buyers without a competitive record to reference. Selling vision before a first match. For Michael Lienert, that setting required leading with vision, storytelling, and long-term value. Premium seating, partnerships, and hospitality experiences were sold years before Banc of California Stadium opened, based on what the club and venue would become. The team sold through its entire premium inventory well ahead of opening and secured a number of marquee founding partners. The experience taught him how to build from zero, create demand, and structure premium offerings that resonate with clients. An established club with room to grow. Michael Lienert's path from LAFC to the Chicago Fire placed him in a different kind of MLS organization. Chicago Fire FC already had an identity and an existing audience, giving its business development work a different starting point from the LAFC launch. The Fire also operates in a market where soccer competes with long-established professional sports organizations. That places the club within a growth-stage commercial setting where clear positioning remains essential. The principles Michael Lienert carried to Chicago. How Michael Lienert applied LAFC lessons at the Chicago Fire reflects the continuity between the two settings. Vision, storytelling, and long-term value were essential at a club preparing for its first match, and those principles remained relevant within an established organization continuing to develop its commercial presence. At LAFC, vision described a club that had not yet begun competing. In Chicago, the work involved presenting the identity, audience, and market position of an existing club in a way that connected with prospective partners. Identity in a competitive market. The Michael Lienert Chicago Fire experience also shows how identity work applies beyond a club's launch. LAFC had to create its identity, while Chicago Fire FC needed to present its existing identity clearly within a city offering many competing sports options. In both settings, the commercial pitch depended on a distinct proposition. Partners needed to understand what the club offered, who its audience was, and how an association with the organization aligned with their goals. Relationships over transactions. Michael Lienert's MLS work with the Chicago Fire drew on the relationship-first approach that shaped the LAFC launch. Partners in both settings needed confidence in the people responsible for developing and maintaining the relationship over time. That emphasis on durable relationships rather than one-time sales is consistent across his career. It applied to founding partnerships in Los Angeles and remained relevant to business development work in Chicago. What changed between the two clubs. The differences between the settings were as important as the similarities. At LAFC, there was no competitive history to draw on, so every conversation began with a new proposition. In Chicago, an existing identity provided a foundation, but it had to be positioned clearly within the city's crowded sports market. Adapting between those contexts demonstrates the flexibility running through Michael Lienert's career. The same core skills were applied differently according to the position and needs of each organization. The MLS thread in Michael Lienert's wider career. The MLS chapters sit within a broader professional arc. Michael Lienert also led suite sales for the Los Angeles Chargers at SoFi Stadium through Legends Hospitality, worked with the Detroit Tigers and Detroit Red Wings, and served as General Manager of Vue Orleans in New Orleans under Legends. He now works with Brandt Real Estate in Michigan across commercial, land, and residential markets. Whether presenting a new club, positioning an established one, or working with a real estate client, the process rests on understanding what clients value and building relationships over time. About Michael Lienert. Michael Lienert is a Michigan-based real estate professional with Brandt Real Estate and a sports business executive whose MLS experience includes early work with Los Angeles Football Club through Legends Hospitality and senior-level business development with Chicago Fire FC. His career also includes the Detroit Tigers, Detroit Red Wings, and Vue Orleans. Details are available on Michael Lienert's online profile.
LAFC announced the dismissal of Marc Dos Santos as head coach. After going three matches without a win in September, Marc Dos Santos's tenure at the helm of LAFC came to an end. 27 Sep 2026, 22:47 PM EDT The loss to FC Dallas ended up accelerating a decision LAFC made with six matches remaining in the regular season. The club announced on Sunday the departure of Marc Dos Santos as head coach, after the team lost 1-0 on Saturday and extended a run of results that had complicated its performance in recent weeks. LAFC currently occupies sixth place in the Western Conference with 11 wins, eight draws and nine losses. The Los Angeles side has scored 43 goals and conceded 30, but it has not been able to win in its last three matches and has managed only one victory in its nine games after the Leagues Cup. Dolph Lundgren considered suicide during his battle with cancer. John Thorrington, the club's president of soccer operations, highlighted the work Dos Santos did during his different stints within the organization. "Marc has given a lot to this club over the years, and we are grateful for his commitment, dedication and contributions to LAFC," Thorrington said in a statement. "We wish Marc and his family the best in this new chapter." The team said it will soon announce the plan for its interim coaching leadership, while it begins the search for the coach who will take the position on a permanent basis. The departure comes even though LAFC is still in playoff qualification position. Dos Santos had taken the job on December 5, 2025, and became the third head coach in franchise history. A season marked by injuries, schedule and international tournaments. The Montreal-born coach had been part of LAFC's coaching staff since before he took over as head coach. Between 2022 and 2025 he was an assistant to Steve Cherundolo and took part in winning the 2022 MLS Cup, the 2022 Supporters' Shield and the 2024 U.S. Open Cup. His first year as head coach was conditioned by the difficulty of turning the attacking approach into consistent results. LAFC bet on quick transitions and on Son Heung-min and Denis Bouanga's ability to finish plays, but the team could not maintain consistent production in the league. Dos Santos also pointed to absences as one of the problems that affected the team during different stretches of the season. After the loss to Dallas, he explained the situation. "This is a very tough moment for us," he admitted. "After the Leagues Cup, it has been very difficult for us to win games. We haven't had a chance to be together." The Leagues Cup represented another blow for the team. LAFC played all three of its matches at home, but won only one and drew the other two. The result left it eliminated in the group stage, after finishing fifth among the MLS representatives. In the Concacaf Champions Cup, the team had a different situation. LAFC beat Toluca 2-1 in the first leg of the semifinals at BMO Stadium, a match that was the club's fourth game in just 11 days. After that match, Dos Santos questioned MLS's schedule for not making adjustments that, according to his view, would help the team during its international participation, and called the situation a "scandal." The series ended with a much wider defeat: Toluca won 4-0 in the second leg and eliminated the Los Angeles side. Dos Santos had returned to Los Angeles after coaching Vancouver Whitecaps between 2019 and 2021, a spell in which he compiled 22 wins, 18 draws and 37 losses. Before that period, he was also part of LAFC's inaugural coaching staff in 2018. The team's next match will be Saturday, October 10, when it hosts precisely Vancouver Whitecaps, after the break for the FIFA international window.
LAFC | LINE FRIENDS launches exclusive collaborative merchandise collection at Korean Heritage Night on September 9th. Sep 09, 2026, 09:30 ET New BROWN inspired collection debuts in-stadium and online, featuring apparel, accessories and a limited-edition plush keyring LOS ANGELES, Sept. 9, 2026 /PRNewswire/ - Los Angeles Football Club (LAFC) and LINE FRIENDS (corporately known as IPX) announce the launch of LAFC | LINE FRIENDS exclusive collaborative merchandise collection, officially debuting today, Wednesday, September 9th in celebration of LAFC's Korean Heritage Night at BMO Stadium. The collection marks the latest milestone in the partnership between LAFC and LINE FRIENDS, first announced in March 2026 in celebration of BROWN's 15th anniversary. As part of the strategic partnership, LAFC and IPX joined forces to bring LINE FRIENDS' iconic character BROWN to Los Angeles for the 2026 MLS season. Anticipation for the collaboration continued to build in May, when LINE FRIENDS opened pre-orders for the BROWN Classic Plush Keyring and BROWN Random Mini Keyring. "We are thrilled to officially launch this exclusive collection in celebration of LAFC's Korean Heritage Night," said an IPX spokesperson. "By seamlessly blending LAFC's dynamic sports culture with BROWN's beloved charm, this collection offers both LAFC supporters and LINE FRIENDS fans a fresh, meaningful way to express their passion. This launch represents an exciting next step in our journey with LAFC, and we look forward to continuing this powerful partnership to bring even more meaningful experiences to our global community." The new exclusive collection features an Adult Size T-Shirt (one style), Kids Size T-Shirt (one style), Kids Size Hoodie (one style), BROWN Classic Plush Keyring, BROWN Random Mini Keyring and heat-transfer patches (three types) designed for direct application to LAFC jerseys. The collaborative merchandise collection is available to purchase at the LAFC HQ Shop (located in-stadium) and MLSstore.com (LAFC's official online store), with exception to the BROWN Random Mini Keyring, which will be available exclusively at the LAFC HQ Shop in the stadium. In addition to the official LAFC | LINE FRIENDS collaborative merchandise launch, Korean Heritage Night at BMO Stadium will feature a pre-game photo zone from 6PM to 7:20PM at the corner of the SW Concourse, where BROWN mascot will meet fans for photo opportunities. About IPX (F.K.A LINE FRIENDS) IPX is the new corporate name of LINE FRIENDS, a global character brand that started from Original Characters including BROWN, CONY, SALLY created for use as stickers for the leading mobile messenger app LINE and its 200 million active users worldwide. IPX has announced a new business strategy that it would accelerate the global expansion of its IP businesses by diversifying its IP portfolios targeting all ages and advancing its digital and retail business. IPX provides diverse IP experiences including BT21(BTS), ZO&FRIENDS (G-DRAGON), minini, and JOGUMAN. It has also carried out its IP-based business by partnering with global companies including Netflix (original animated series), HoYoverse (Genshin Impact) to win the hearts of over 50 million Millennials and Generation Z worldwide. IPX currently operates in 18 markets worldwide including Seoul, New York, LA, Tokyo, and Shanghai, and operates in 8 online sales platforms. 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. SOURCE LINE FRIENDS
LAFC introduces its new signing: Ecuadorian Sergio Vásquez. The Los Angeles team adds Sergio Vásquez, a 22-year-old midfielder who leaves Orense SC after establishing himself in Ecuador's first division. Aug 25, 2026, 9:08 PM EDT LAFC announced the addition of Ecuadorian midfielder Sergio Vásquez, who will arrive from Orense SC to continue his career in the MLS. The 22-year-old footballer signed an agreement that ties him to the Los Angeles team through the 2029-2030 season, with a club option to extend his stay until 2030-2031. The move involves the transfer of 70% of the player's economic rights, while the Ecuadorian team will retain 30% with an eye to a potential future deal. Vásquez will occupy an international spot on LAFC's roster and will be registered as a U22 Initiative player, although he is still awaiting his International Transfer Certificate and P-1 visa. A bet on a midfielder developed at Orense. LAFC's new player developed virtually his entire professional career at Orense SC, the club he joined from the youth ranks at age 11. Before making the jump to the first team, Vásquez participated with Orense in the 2022 U-20 Copa Libertadores. A year later he made his debut in the top tier of Ecuadorian football and began to gain prominence as a midfielder. According to data provided by the clubs, the Ecuadorian played 91 matches with Orense in all competitions, 76 of them as a starter, with 5 goals and 7 assists. His production during 2026 finished consolidating him as a regular piece of the team. Vásquez started all 26 league matches he played this season and recorded four goals and three assists. LAFC looks again toward Ecuadorian football. Vásquez's arrival also expands the relationship between LAFC and Ecuadorian football, a connection that has already produced several important protagonists at the Los Angeles club. Ecuadorians Diego Palacios and José Cifuentes have combined 204 MLS regular-season matches with the Los Angeles team. Both, along with Jhegson Méndez, were part of the squad that won the 2022 MLS Cup. Palacios, Cifuentes, and Méndez also represented Ecuador at the 2022 World Cup in Qatar. Orense confirms the transfer of Sergio Vásquez. Orense SC also announced that it reached an agreement with LAFC to transfer 70% of its youth product's economic rights. "An agreement has been reached with LAFC of the MLS for the transfer of 70% of the economic rights of our youth academy player Sergio Vásquez, so that he can continue his career in the United States." The Ecuadorian club added that it will retain the remaining percentage: "Orense will retain 30% of his economic rights, with projection for a future transfer." "Sergio Vásquez is black and gold." The operation thus represents a new step in the career of a footballer who went through Orense's youth categories, consolidated himself in the Ecuadorian first division, and now will have his first experience outside his country in the MLS. Get the free sports newsletter that a true fan cannot miss.
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Industries
Company Size
501-1,000
Company Stage
N/A
Total Funding
N/A
Headquarters
Los Angeles, CA
Founded
2014
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