The only thing I have in common with World Cup soccer players is that they post on Instagram as soon as they get home from a social gathering. Or, in the case of Erling Haaland, while still in the locker room after the win.
Soccer’s biggest stars are giving an inside look at the World Cup, their training and their personal lives during the six-week tournament through social media, with some gaining followers in the tens of millions. Their on-field heroics, popularity and personal stories propelled them to overnight social media stardom during the World Cup.
Of course, soccer icons such as Cristiano Ronaldo, Lionel Messi, and Neymar are also rapidly increasing their Instagram followers. But the 2026 World Cup wasn’t the first rodeo for the veteran, who continues to enjoy a social media boom even outside of competitions.
Al Jazeera Sports takes a look at some of social media’s biggest stars at this World Cup.
Erling Haaland — Netherlands
Goofy, witty and approachable, the 6ft 5in (195cm) Viking is one of the World Cup’s most beloved figures, both 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 his candid Snapchat stories to his Instagram posts immediately after wins to his stuffed raccoon he brought home on his flight home, Haaland became a social media phenomenon this World Cup.
It’s all thanks to his authentic posting style compared to the more carefully curated accounts that PR firms manage for similar celebrities.
Haaland has more than 70 million followers on Instagram, 29 million of whom were added in the past 30 days, according to analytics tool Social Blade. It is expected to reach 75 million after the World Cup final and nearly 322 million by the end of the year.
Vosinha — Cape Verde
One of the most heartwarming stories of the tournament concerns Cape Verdean goalkeeper Vosinha, whose heroics kept some of the world’s best teams from scoring a single point against the island nation. His mother finally got to see it all firsthand after finally getting a U.S. visa to attend the World Cup.
He dived, dived and made a series of saves in Cape Verde’s tournament opener against Spain, which ended in a shock 0-0 draw. By the time he opened Instagram a few hours later, his followers had jumped from 500,000 to nearly 5 million.
Today, with 29.3 million followers and millions of likes and interactions on his posts, the initial hype around him continues.
The 40-year-old joked that before the World Cup, most people couldn’t even name Cape Verde on a map, but his team’s outstanding performances in the group stages and finals helped change that.
Jude Bellingham — England
Good looks, lovable personality, Golden Boot candidate — is there anything Jude Bellingham doesn’t like? Of course, she has 50 million followers on Instagram.
The English midfielder’s World Cup journey may have ended in disappointment earlier this week, but there is a lot to be said for the player who led his team to victory in the previous stages of the World Cup and had fans singing “Hey Jude” for him before being eliminated in the semi-finals.
Bellingham, 23, has amassed nearly 9 million followers in the past 30 days, according to Social Blade, but her online popularity soared by 3 million in October when she opened up about her struggles with mental health.
Lamine Yamal — Spain
The teenage sensation has gone from strength to strength since he shot to stardom two summers ago when he won the 2024 UEFA title with Spain, and his social media accounts reflect the cool, straightforward and 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 photos with his family, with whom he shares a close relationship.
Younger brother Kane has also become something of a celebrity at the World Cup, known for his endearing antics, such as Yamal guiding his three-year-old son around the stadium pitch and watching him try and fail at a game of golf.
After this Sunday’s World Cup final between Spain and Messi’s Argentina, the Barcelona striker’s popularity is set to reach new heights and his Instagram following, which currently stands at 49.6 million, could increase even further.
Social media has already taken notice of this full-circle moment, which began in 2007 with a photo of Messi and Yamal taken for a UNICEF fundraiser.
Tim Paine — New Zealand
Paine’s much talked about moment may have happened before the World Cup, but it was still emotional.
The New Zealand defender’s Instagram following exploded in late May after an Argentine influencer deemed him the least-known player at the World Cup.
Valen Scarsini, known as ‘El Scalso’ on Instagram and TikTok, created a video urging viewers to like, comment and follow the Wellington Phoenix and All Whites defender’s account.
Payne’s Instagram following has grown from less than 5,000 before the campaign to nearly 5.8 million, making the 32-year-old one of the tournament’s most unlikely viral stars.
He also mentioned the outpouring of love in an Instagram video and eventually met up with Scarsini at the team’s hotel in Boca Raton, Florida, ahead of the World Cup.
