The World Cup has always been about dreams turning into reality, but the 2026 tournament has taken that phrase to new heights. Behind every dazzling goal and breathtaking save lies a tale of overnight fame, courtesy of social media. It's no longer just about playing for your country; it's about going viral and becoming an internet sensation.
Cape Verde's Vozinha is living proof that age is just a number when it comes to making an impact on the global stage. The 40-year-old goalkeeper may have been in goal for Spain, but it was his heroics against Spain that saw his social media presence go from 20,000 followers to over 7.2 million and counting – a meteoric rise even by modern standards.
New Zealand's Tim Payne is another example of how influencer power can catapult an unknown player into the spotlight. He began the tournament with just 4,715 Instagram followers but rocketed to an astonishing 5.8 million after being featured by Argentinian influencer Valen Scarsini – who had been searching for the 'least-known player' based on social media metrics. Payne's subsequent gratitude posts and even a meet-up with Scarsini show just how direct the impact of online interaction can be.
Australia's Kai Trewin is another beneficiary of targeted online campaigning, with his Instagram following surging from 3,000 to over 100,000 in the days leading up to the tournament. This was thanks largely to football content creator RubikayTV, who launched an internet campaign billing him as the 'Cristiano Ronaldo of the World Cup' – a tongue-in-cheek response to Scarsini's backing of Payne.
Even some of the lesser-known players are feeling the ripple effect. Curaçao's Trevor Doornbusch saw his Instagram followers jump from 1,606 to 45,100 after receiving a shout-out from influencer FiagoBall – a significant boost for someone who may not even feature at the World Cup. Meanwhile, Morocco's Zakaria El Ouahdi has only gained around 2,000 followers but is well on his way to becoming a social media star, especially with eight goals and four assists in 34 appearances for Genk.