Can the World Cup's viral stars turn social media fame into fortunes?
They’re not Ronaldo or Messi, but they might be set for life after gaining millions of new followers.
Coverage by Political Leaning
See how different sides of the spectrum reported this story
Notable Quotes
""It's viral - it goes up very fast and it goes down equally fast.""
— Mike Serazio , Academic
""Followers are a form of currency that matters now… more followers tends to translate into a higher income.""
— Brooke Duffy , Academic
""Your performance across the whole arc of the game doesn't matter as much as having a signature moment that'll play well, that'll reverberate in the viral confines of social media.""
— Mike Serazio , Academic
""You have a window there of attention.""
— Mike Serazio , Academic
""Messi, Ronaldo, Neymar, Mbappe, after they retire, they're still going to be able to do deals.""
— Mike Serazio , Academic
Key People
Digital and social media scholar at Cornell University.
US rugby player who gained popularity during the 2024 Paris Olympics.
Boston College professor researching the intersection of media and sport.
New Zealand defender whose social media following skyrocketed during the World Cup.
Vozinha is a standout player known for their performance in football.
All Coverage
They’re not Ronaldo or Messi, but they might be set for life after gaining millions of new followers.
Similar Stories
Related coverage based on topic and tags
'Constant bombardment' - fans shown 65,000 junk food ads at World Cup
September 21, 2026 at 11:03 PMHunting hidden gems - is there anywhere in the world left to scout?
Through live scouting and increasing data and footage, top clubs now have tabs on a large proportion of the world's talent.
September 23, 2026 at 05:24 AMRonaldo spurred on by 1,000 goals and Portugal glory
Cristiano Ronaldo contemplated retirement after the World Cup but wants to reach 1,000 career goals and help a new-look Portugal thrive before hanging up his boots.
September 23, 2026 at 04:26 PMWhen Bellamy watched on as Ronaldo caused lockdown
Craig Bellamy says Cristiano Ronaldo is "beyond a superstar" before his Wales side face the Portugal legend in the opening match of their Nations League A campaign.
September 23, 2026 at 09:30 PMSir David Beckham nets £38.5m after World Cup ad deals
His stake in DRJB Holdings has entitled him to almost half of its £85.5m in dividend payments.
September 25, 2026 at 04:00 PMThe footballer who had a heart transplant - then became a World Cup winner
Martyn Jackson never thought he'd play football again when he had a heart transplant in 2024. Less than two years later, he was a World Cup winner with England.
September 23, 2026 at 05:45 PM