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Son Heung-min to skip ad filming to concentrate on World Cup prep

Published: 23 Apr. 2026, 16:28

Son Heung-min celebrates after scoring during a match between Korea and Bolivia at Daejeon World Cup Stadium Daejeon, on Nov. 11, 2025. [NEWS1]

Son Heung-min has decided to forgo advertising shoots to fully focus on what could be his final World Cup, as the Korea captain juggles a demanding schedule and growing scrutiny over his recent goal drought.

“The history of sports has been built on sweat. For a new chapter in football, we have decided to forgo filming a new advertisement with Son Heung-min. Instead, we will reuse last year’s commercial so he can sweat on the training ground rather than on a set,” Gatorade Korea said in a statement on Tuesday. Son has been the face of the brand for 12 years since the 2014 World Cup.

The Korean captain also emphasized the importance of the tournament. “I can already feel, both physically and mentally, how important this summer will be for me as a footballer,” he said. “I am preparing as best I can, not only physically but also mentally."

"Whether we fall or overcome challenges depends on our will. I will do my best to bring joy and happy memories to the people of Korea, trusting in the time, effort and sweat I have put in to achieve my dream.”

The 2026 FIFA World Cup is set to run from June 11 to July 19, jointly hosted by the United States, Canada and Mexico.

Korea's Son Heung-min, left, controls the ball against Jordan's Mohannad Abu Tana during a World Cup qualifier in Suwon on March 25, 2025. [AP/YONHAP]

The 33-year-old has suggested this World Cup, his fourth, could be his last, and his move last summer from Tottenham Hotspur to Los Angeles FC (LAFC) in the United States — where the tournament will be held — was reportedly aimed at preparing in an environment most similar to the climate of the matches during the tournament.

Son has recorded two goals and 11 assists this season, but has yet to score in this MLS campaign, registering seven assists so far.

He has recently been dealing with a demanding schedule, including back-to-back away matches in Mexico for the Concacaf Champions Cup. If LAFC advances to the final, the busy run of fixtures will continue through May 30.

The winger played 77 minutes in LAFC’s home match against the Colorado Rapids on Wednesday, but failed to register a shot in the 0-0 draw, which extended the club's winless streak to four matches across all competitions.

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY PARK LIN [[email protected]]