The only thing you might have in common with a World Cup football player is posting on Instagram as soon as you’re back home from a social gathering. Or, in the case of Erling Haaland, while you’re still in the dressing room after a win.
Football’s biggest stars are giving an insider look into the World Cup, their training, and personal lives at the six-week tournament through social media, and for some of them, their following has grown by tens of millions. Their on-pitch heroics, popularity, and personal stories have led them to overnight social media stardom during the World Cup.
Of course, football icons like Cristiano Ronaldo, Lionel Messi, and Neymar have seen an exponential rise in their Instagram following as well. But the 2026 World Cup wasn’t the first rodeo for these veterans, who have an evergreen social media boom outside the tournament.
Al Jazeera Sport takes a look at some of the biggest social media stars from this World Cup:
Erling Haaland
The goofy, witty and relatable six-foot-five-inch (195cm) Viking has been one of the World Cup’s most loveable personalities on the pitch and online.
The 25-year-old Norwegian striker, like many Gen Z social media users, seems to be chronically online when he’s not leading his country to new World Cup heights.
From candid Snapchat stories to Instagram posts right after winning to taking a taxidermied raccoon on the plane ride home, Haaland has become a social media phenomenon this World Cup.
It’s all thanks to his authentic posting style, compared with more carefully curated accounts that PR firms manage for similar high-profile personalities.
Of Haaland’s Instagram following of more than 70 million, 29 million were added in the past 30 days, according to analytics tool Social Blade. He is projected to reach 75 million after the World Cup final and nearly 322 million by the end of the year.
Vozinha
One of the best feel-good stories of the tournament belongs to Vozinha, the Cape Verde goalkeeper whose heroics kept some of the world’s best teams from scoring a single goal against the island nation — all of which his mother eventually saw in person after she finally received a US visa to attend the World Cup.
He leapt, dived and executed a string of saves in Cape Verde’s tournament opener against Spain to end the match in a shock 0-0 draw. By the time he opened his Instagram a few hours later, his following surged from 500,000 to nearly five million.
It currently sits at 29.3 million followers, and the initial hype around him still stands as his posts garner millions of likes and interactions.
The 40-year-old joked how most people couldn’t even point out Cape Verde on a map before the World Cup, but his team’s standout performance in the group stages and knockout match helped change that.
Jude Bellingham
Good looks, loveable personality, Golden Boot contender — is there anything Jude Bellingham isn’t great at? And a massive 50 million Instagram following, of course.
The English midfielder’s World Cup journey may have ended in disappointment earlier this week, but there’s a lot to be said about a player whose fans sing “Hey Jude” for him after leading his team to victory at previous World Cup stages before the semifinal loss.
Bellingham, 23, has gained nearly nine million followers in the past 30 days but his online popularity spiked by three million in October, when he opened up about his struggles with mental health
Lamine Yamal
The teen sensation has been on the up and up since bursting to stardom two summers ago with Spain’s UEFA 2024 win, and his social media reflects the cool, candid, level-headed personality he carries on and off the pitch.
The 19-year-old’s Instagram feed is a mix of post-match photos, brand partnerships, multiple trophy wins and pictures with family members with whom he shares a close relationship.
His younger brother, Keyne, has become something of a celebrity at the World Cup, too, with his endearing antics as Yamal shepherds the three-year-old around the stadium pitch or watches him try — and fail — at golf.
The Barcelona striker could see his popularity gain new heights — and more Instagram followers, which currently number 49.6 million — after this Sunday’s World Cup final as Spain take on Messi’s Argentina.
Social media has already been fawning over the full-circle moment that began with a now-viral photo of Messi and Yamal in 2007 for a UNICEF fundraising shoot.
Tim Payne
Payne’s viral moment may have come before the World Cup, but it was touching nonetheless.
The New Zealand defender’s Instagram following exploded late in May after an Argentinian influencer decided he was the least-known player at the World Cup.
Valen Scarsini, known as “elscarso” on Instagram and TikTok, made a video encouraging his audience to give the Wellington Phoenix and All Whites defender’s account likes, comments and follows.
Payne’s Instagram following grew from fewer than 5,000 before the campaign to about 5.8 million, turning the 32-year-old into one of the tournament’s most unlikely viral stars.
He even addressed the outpouring of love in a video on Instagram, and eventually met up with Scarsini at the team’s hotel in Boca Raton, Florida, ahead of the World Cup.
