Hello Soju scores LAFC partnership
California-based Hello Soju is tapping into sport through its partnership with Major League Soccer’s Los Angeles Football Club (LAFC).
For the partnership, the brand will serve as the club’s soju partner and official spirit-based ready-to-drink (RTD) partner.
Hello Soju CEO Elisabeth Baron said: “LAFC fans bring an energy that’s unmatched, passionate, global, and deeply connected to this city. That’s exactly the community we’re building around Hello Soju. Light, refreshing, and delicious, grab a can and celebrate with 22,000 of your closest friends. Cans up. Game on.”
The brand’s canned RTDs will be available at the club’s ground, BMO Stadium, during home games at retail and concession locations.
Additionally, fans in premium club spaces including the Founders Club and Figueroa Club will have the opportunity to try the brand’s soju as part of the matchday experience during designated matches.
Hello Soju will host activations with LAFC outside of BMO stadium too, including co-branded retail promotions across Southern California. These will include sweepstakes where fans can win VIP match experiences including premium tickets, pre-match hospitality, and exclusive LAFC merchandise.
LAFC’s co-president and owner, Larry Freedman, added: “Hello Soju is a bold, fast-growing brand that aligns perfectly with the spirit of LAFC.
“Together, we share a passion for bringing people together and creating memorable moments. We are thrilled to partner and cannot wait to introduce our fans to everything Hello Soju has to offer.”
Los Angeles-based LAFC is where Son Heung-min currently plays, who is one of South Korea’s most popular sports figures, as well as the country’s greatest footballers. Son moved to the club last August and the transfer is regarded to have boosted global fan growth for both the league and the club.
Hello Soju will also look to capitalise on both his popularity and the Korean spirit’s growing prominence in the US.
The partnership comes at a time when football is gaining momentum in the US, with the 2026 Fifa World Cup kicking off in June.
The soju brand believes the LAFC collaboration highlights the ‘growing intersection of global culture, sport and social celebration in Los Angeles’.
Hello Soju debuted in 2023 as a RTD brand, but has since launched a premium 700ml rice-based soju.
It offers a modern version of Korean’s national spirit and is made in California with all-natural ingredients and locally sourced, non-GMO rice.
Meanwhile, its variety and four-pack RTDs are available at BevMo, Total Wine, Gelson’s and select Target locations.
Last April, the brand received US$6.8 million in funding.
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