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Paris Baguette to launch LAFC-themed products
in 3rd global sports partnership
The Korea
Times - SPC Group, a major Korean food and beverage company, said Tuesday its
bakery brand Paris Baguette will launch products themed around Los Angeles
Football Club (LAFC) of the U.S. Major League Soccer (MLS).
Under the
recently signed partnership, new products inspired by the "Heung-Bu
Duo" — Son Heung-min and Denis Bouanga — will be released in global
markets starting next year, SPC said in a press release.
Paris
Baguette's partnership with LAFC marks the first such collaboration between a
Korean food and dining company and a U.S.-based sports team.
"Through
our partnership with LAFC, we will roll out a variety of initiatives that allow
customers to share meaningful stories and special experiences, alongside our
bread," said Hur Jin-soo, president and chief executive officer (CEO) of
SPC Group.
LAFC is a Los
Angeles-based club that made its MLS debut in 2018 and currently features star
players that include Son, Bouanga and Hugo Lloris.
The latest
agreement marks SPC's third global sports partnership, following collaborations
with France's Paris Saint-Germain (PSG) in 2023–2024 and England's Tottenham
Hotspur in 2025.
Since 2004,
SPC has expanded the Paris Baguette brand to 15 countries. The number of its
overseas outlets has recently surpassed 700, while its domestic store count
stands at around 3,400.
