Can the World Cup’s viral stars turn social media fame into fortunes?
Can Social Media Stardom Translate to Financial Success for World Cup Athletes?
Can the World Cup s viral - When Cape Verde’s goalkeeper, Vozinha, stepped onto the field during the World Cup group stage, he set off a chain reaction that would soon redefine his career. In just 90 minutes, his performance against Spain sparked a global surge in followers, catapulting him past NFL icon Tom Brady on Instagram. The 0-0 draw, a stunning upset against a tournament favorite, turned Vozinha into an overnight sensation, with his follower count skyrocketing from 50,000 to 17.4 million in a matter of days.
The Power of a Viral Moment
Vozinha’s rise underscores how a single match can amplify a player’s online presence. Social media platforms now reward such moments with unprecedented visibility, allowing athletes to monetize their popularity swiftly. However, media analyst Mike Serazio warns that this fame often fades as quickly as it appears. “It’s viral—goes up very fast, goes down equally fast,” he explained, highlighting the transient nature of online recognition.
“Followers are a form of currency that matters now… more followers tends to translate into a higher income,” said Brooke Duffy, a digital and social media scholar at Cornell University.
Duffy noted that influencers with massive followings can command substantial earnings, with brand deals extending beyond six figures. Yet, she emphasized that the financial potential remains unpredictable due to the lack of standardized pricing in social media marketing. “There are very few safeguards on what a reasonable income looks like,” she added.
From Obscurity to Overnight Fame
Tim Payne, a New Zealand defender, experienced a similar transformation. Before the tournament, he was dubbed the “least-known” player by an Argentine influencer, Valen Scarsini, who encouraged his followers to elevate Payne’s profile. Payne capitalized on the attention, growing his Instagram following from around 5,000 to nearly six million in a few days. His new audience now exceeds the population of his home country, which stands at just over 5.3 million.
Unlike Vozinha, Payne’s fame stemmed not from a match but from strategic engagement with online personalities. This trend reflects a growing shift in sports culture, where social media exposure often precedes or outlasts on-field achievements. “You have had, in the last five to 10 years, the rise of athlete-stars who are all hype, all social media following,” Serazio observed.
“Their fame is not commensurate to their athletic talents,” Serazio said, noting that social media has lowered the barriers to entry for fame.
Long-Term Opportunities and Uncertain Rewards
While some athletes like Ilona Maher, a US rugby player, have turned viral moments into lasting careers, others may struggle to maintain momentum. Maher’s popularity during the 2024 Paris Olympics led to a diverse portfolio, including a podcast, brand ambassadorships, and modeling work for Sports Illustrated. She also secured a Best Breakthrough Athlete award at the 2025 ESPY Awards.
Yet, the question remains: can a World Cup athlete’s sudden social media fame translate into a sustainable career beyond the pitch? Serazio cautioned that the window for attention is narrow, with many players fading into obscurity after the event. “Nobody knew who the Cape Verde goalie was… and I don’t know that they’ll know who he is after the World Cup ends,” he said.
“Messi, Ronaldo, Neymar, Mbappe, after they retire, they’re still going to be able to do deals,” Serazio added, contrasting established stars with fleeting social media sensations.