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
How fans are falling in love with football again
BBC Sport speaks to Dorking Wanderers owner and manager Marc White about the growing use of social media helping non-League teams grow.
October 7, 2026 at 01:01 PMTwo icons, a glorious farewell and a potentially bitter ending
As Lionel Messi's international career ends in fond farewell, Cristiano Ronaldo's is at risk of petering out. BBC Sport takes a look at what could be the end of the international career's of two football greats.
October 7, 2026 at 08:47 PMWeekly sports quiz: What was odd about Messi's Argentina debut?
How much attention have you paid to what has happened in the world of sport over the past seven days?
October 8, 2026 at 06:18 AMDo England already have their Kane replacement - or is he yet to emerge?
Harry Kane's record-breaking England career can't go on for ever. But do the Three Lions already have a ready-made replacement?
October 7, 2026 at 04:00 PMWales captain James has World Cup on her mind
Wales take on Albania over two legs in the semi-finals of the play-offs motivated by reaching a World Cup for the first time.
October 9, 2026 at 03:27 AMBBC Inside Science
How do you research the impacts of social media on young people?
June 18, 2026 at 04:00 PM