From Viral Goals to Big Deals: Can World Cup Stars Cash In on Fame?

The World Cup is one of the biggest sporting events in the world, and it can turn unknown athletes into global celebrities almost overnight. This year, Cape Verde's goalkeeper Vozinha became a viral sensation after his outstanding performance against Spain. The match ended in a 0-0 draw, which was a huge surprise because Spain is one of the strongest teams in the tournament. Vozinha's skills on the field caught the attention of millions, and his Instagram followers skyrocketed from just 50,000 to an incredible 17. 4 million. This number is even higher than the followers of Tom Brady, a legendary NFL player.

With this sudden fame, athletes like Vozinha have a chance to make a lot of money through social media. Companies and brands are always looking for popular people to promote their products. When an athlete has millions of followers, they can get paid a lot for just one post or for wearing certain brands. Brooke Duffy, a social media expert, explained that having more followers is like having more money, because brands are willing to pay more to reach a bigger audience. However, Mike Serazio, a media professor, warned that this kind of fame can disappear as quickly as it arrives. He said that viral fame is often short-lived, and athletes need to act fast if they want to take advantage of their moment in the spotlight.

Not all athletes become famous because of their performance on the field. Tim Payne, a defender from New Zealand, was called the 'least-known' player in the World Cup by an Argentine influencer. The influencer encouraged his followers to support Payne, and soon Payne's Instagram followers grew from about 5,000 to nearly six million. This is more than the population of New Zealand itself. Payne's story shows that social media can make someone famous even if they are not the best player. In the past, only the top athletes would get TV commercials or appear on cereal boxes, but now anyone with a big social media following can get brand deals and make money.

The big question is whether this fame will last after the World Cup is over. Mike Serazio believes that viral moments are becoming more important than overall performance in sports. A single highlight or funny video can make someone famous, but it might not lead to a long career. Some athletes, like Messi, Ronaldo, Neymar, and Mbappe, will always be able to get deals even after they retire, but for others, their fame might fade quickly. There are a few examples of athletes who have turned their social media fame into long-term success. Ilona Maher, a rugby player from the United States, became popular during the 2024 Paris Olympics. She started her own podcast, became a brand ambassador, modeled for magazines, and even competed on a TV dance show. She won an award for being a breakthrough athlete.

Brooke Duffy said that there are opportunities for athletes to build careers from their social media fame, but it is hard to know exactly how much money they can make. The prices for sponsored posts are not as clear as traditional advertising, and there are not many rules to protect the athletes. Many of these athletes have spent their lives focused on sports, so learning how to manage a career in the digital world can be challenging. Right now, these viral World Cup stars are at the peak of their popularity, but their future success will depend on how well they can keep their new fans interested after the tournament ends.