Published On 1/7/2026
Brilliance in the World Cup is no longer limited to creating glory inside the green rectangle, but it has also become able to transform obscure players into global stars on social media platforms within hours, with the accompanying huge financial opportunities that may change the course of their lives.
Cape Verde national team goalkeeper Fusenha is the most prominent example of this phenomenon in the 2026 World Cup. After his remarkable brilliance against Spain and leading his country to a historic draw, the number of his followers on Instagram jumped from about 50 thousand to more than 17 million followers, surpassing even international sports stars.
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But digital media experts emphasize that viral fame does not necessarily mean permanent success. Sports media professor Mike Cerazio explains that spread on social media happens very quickly, but it may decline just as quickly if the player cannot maintain the audience’s interest.
For her part, Cornell University digital media researcher Brooke Duffy points out that having millions of followers gives players the opportunity to sign profitable advertising partnerships, as the value of one advertising post may reach hundreds of thousands of dollars, because the number of followers has today become a “currency” in the digital economy.
The matter is not limited to performance on the field, as New Zealand defender Tim Paine turned into a digital phenomenon thanks to a campaign launched by an Argentine influencer, increasing his follower base from only five thousand to about six million, even though his fame did not come as a result of a goal or a football achievement.
Serazio believes that sports have entered a new phase, in which the viral moment has sometimes become more influential than the full performance in the match, as short clips that are able to spread over the Internet create stars faster than traditional sporting achievements.
However, the real challenge remains in maintaining this fame after the curtain falls on the tournament. While superstars like Lionel Messi, Cristiano Ronaldo and Kylian Mbappe can build on their popularity for years to come, players who became famous for a single World Cup moment may find it difficult to turn that momentum into a sustainable career off the field.
Experts confirm that the financial future of these players will not depend only on the number of followers they gained during the World Cup, but rather on their ability to maintain audience interaction and invest this popularity in projects and contracts that extend beyond the end of the tournament.
