The 2026 FIFA World Cup has not only created football heroes on the pitch but also a new generation of social media stars, with several players gaining millions of followers through standout performances and authentic online personalities.
Here are five footballers whose popularity has soared during the tournament:
Erling Haaland (Norway)
Norwegian striker Erling Haaland has emerged as one of the World Cup's biggest social media success stories.
Known for his humorous personality and candid posts, the Manchester City forward has shared behind-the-scenes moments from training, dressing-room celebrations and team travel, attracting fans with his authentic approach.
According to analytics platform Social Blade, Haaland added nearly 29 million Instagram followers during the past month, taking his total audience to more than 70 million.
Vozinha (Cape Verde)
Cape Verde goalkeeper Vozinha became one of the tournament's feel-good stories after producing a series of stunning saves, including a memorable clean sheet against Spain.
His popularity surged further after his mother was finally able to travel to the United States to watch him play following the approval of her visa.
The 40-year-old goalkeeper's Instagram following reportedly jumped from 500,000 to nearly five million after his opening match and has since grown to more than 29 million followers.
Jude Bellingham (England)
Despite England's semifinal exit, Jude Bellingham continued to enjoy a surge in online popularity.
The midfielder has gained nearly nine million followers over the past month, while his openness about mental health has further strengthened his connection with fans.
Already one of football's most recognisable young stars, Bellingham now boasts around 50 million Instagram followers.
Lamine Yamal (Spain)
Spain's teenage sensation Lamine Yamal has continued his rapid rise on and off the field.
His social media features match highlights, family moments and brand collaborations, with younger brother Keyne also becoming a fan favourite during the tournament.
Yamal heads into Sunday's World Cup final against Argentina with nearly 50 million Instagram followers, a figure expected to grow further after the tournament.
Tim Payne (New Zealand)
New Zealand defender Tim Payne became one of the competition's most unexpected viral stars.
His online fame began before the tournament after Argentine influencer Valen Scarsini encouraged followers to support the defender, calling him one of the least-known players at the World Cup.
The campaign transformed Payne's Instagram audience from fewer than 5,000 followers to around 5.8 million, making him one of the tournament's surprise social media success stories.
As football increasingly intersects with digital culture, the 2026 World Cup has demonstrated that memorable performances, authenticity and engaging personalities can be just as valuable online as goals and trophies are on the pitch.
