World Cup’s Biggest Social Media Winners Aren’t Always Superstars

ATLANTA, GEORGIA – JUNE 15: Vozinha #1 of Cabo Verde applaud fans after the 0-0 draw during the FIFA World Cup 2026 Group H match between Spain and Cabo Verde at Atlanta Stadium on June 15, 2026 in Atlanta, Georgia. (Photo by Buda Mendes/Getty Images)

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Before-and-after versions of social media follower counts often dominate discussion during the FIFA World Cup. The tournament’s greatest branding opportunity is not necessarily for players who already command massive global audiences. Instead, the World Cup can be transformative for lesser-known players who suddenly find themselves on the biggest stage in sport.

In today’s digital age, success on the field can dramatically accelerate a player’s personal brand. The World Cup offers a unique environment where relatively unknown players can increase their visibility very quickly, attracting new fans and establishing international recognition almost overnight.

The scale of the tournament is unmatched. Players who may be known only within their domestic leagues suddenly perform in front of audiences numbering in the hundreds of millions. A standout performance, a crucial goal or a memorable save can introduce a player to fans across every continent. Social media platforms such as Instagram, TikTok, X and YouTube then allow fans to continue following that player’s journey long after the tournament ends.

While stars such as Kylian Mbappe and Lionel Messi generate lots of attention, they already possess global brands and follower counts that stretch into the tens or hundreds of millions. Their World Cup performances may reinforce their status, but the tournament’s biggest social media winners are often players who begin the competition with little international recognition.

Take Cape Verde goalkeeper Vozinha. He’s a perfect example of this overnight social media fame. His outstanding display in Cape Verde’s 0-0 draw against Spain captured global attention and introduced him to millions who may never have seen him play before.

Highlight clips and reaction videos fueled his social media presence. Less than 24 hours after the game, Vozinha already had some 10 million Instagram followers — more than NBA superstar Victor Wembanyama (6.2 million) and NFL quarterback Patrick Mahomes (6.4 million).

The same also applies to players from other smaller soccer nations. New Zealand’s Tim Payne, for example, may not command the same international spotlight as Europe and South America’s elite stars, but that doesn’t mean he can’t get noticed by influencers.

When an Argentine commentator called Payne the “least known player” at this World Cup, millions of soccer fans acted as if it were a personal insult and took to social media. In recent weeks, Payne has seen his Instagram following grow from less than 5,000 to more than five million after social media personality “El Scarso” had called him the tournament’s least-known player in late May.

For many fans, the World Cup is about discovery. Every tournament introduces audiences to new players, new teams and unexpected heroes. A defender who shuts down a world-class attack, a goalkeeper who delivers a remarkable performance or a midfielder who drives an underdog run can become a global talking point within just days.

Moments like these often have an immediate impact on social media growth. Fans search for player profiles, follow accounts and engage with content as they learn more about emerging stars.

Social media growth is not driven solely by performances on the field. Fans increasingly seek authentic content that provides insight into players’ experiences during the tournament. Training-ground footage, team celebrations, travel diaries and behind-the-scenes moments build deeper connections between players and fans. For lesser-known players, these interactions can be especially valuable in converting casual viewers into long-term followers.

Brands also recognize the opportunity. A player who captures the imagination of fans during the World Cup can quickly become an attractive partner for sponsors and advertisers. Companies often look for players with engaged audiences and compelling stories, particularly those representing emerging soccer markets.

The World Cup’s global reach makes it uniquely powerful. Domestic leagues can attract big audiences, but the World Cup commands greater worldwide attention during a shorter span of time. For players from smaller nations, one memorable game can create opportunities that extend far beyond the tournament itself.

Whether it is Vozinha frustrating one of the tournament’s top teams or a player like Payne getting attention, digital influence is increasingly important. The players who stand to gain the most from this World Cup over the next few weeks are often not the superstars everyone already knows, but the lesser-known ones.

Clemente Lisi is the author of “The World Cup: A History of the Planet’s Biggest Sporting Event, 2026 Edition.”