There's a video on Erling Haaland's YouTube channel rather aptly titled 'Haaland Takes Over America.' In a World Cup where the biggest names have lit up the tournament, Haaland is cementing himself as the face of football.
His personality, character, talent and ability make him a marketing dream and, alongside Kylian Mbappe, he is primed to take over the mantle from Lionel Messi and Cristiano Ronaldo as the footballers who go beyond the sport. Haaland is big business; his last two YouTube videos have been viewed by seven million people while his regular social media use means he has amassed a huge online following with 60 million followers on Instagram alone.
Haaland's World Cup Debut and Impact
Norway's return to the World Cup after 28 years means Haaland is competing in the tournament for the first time and ahead of tonight's quarter-final with England, he remains in contention for the Golden Boot. If Norway progress further, he could easily win player of the tournament.
While most sports fans know all about Haaland, he is captivating a wider audience in America. His already high profile is hitting new heights and that means more opportunities for the player and Manchester City. It opens up more commercial deals and allows player and club to utilise his worldwide appeal.
Expert Analysis on Haaland's Commercial Value
Football finance expert and academic at UCFB in Manchester Dave Powell believes that Haaland's pulling power is about to get even greater. He said: “America loves stars, and having star power of the magnitude of Erling Haaland can be impactful.”
“For all the narrative that led into the competition, which had been largely negative around supposed poor ticket sales and low interest, and notwithstanding the debacle with FIFA’s suspension of Folarin Balogun’s red card following a Donald Trump phone call, this has been a tournament that has exceeded expectations.”
“The crucial element, which is of course the football, has been at a very high level, and the biggest players showed up on the biggest stage. That is what FIFA would have wanted, and that is what those who are looking to grow the game stateside would have wanted, not least the broadcasters and commercial partners.”
Haaland as a Global Sporting Asset
“Haaland is a star. He has an aura around him and that is compelling for audiences. For new eyes on the game in the US, an athlete like him can be a major tool when looking to build on the interest that exists at present.”
“He has been a major player for Norway and even down to leading the Viking row celebration, he has shown himself to be world class on the pitch, and a world class sporting asset off it. His name is familiar to US sports fans now, and for Haaland and Manchester City, that can be leveraged significantly.”
“Haaland’s own personal brand will have been enhanced in the US, and that could lead to more personal brand deals, which is obviously good news for him. But from a club perspective, brands pay handsomely to engage in commercial partnerships because they get access to the club’s stars for marketing purposes.”
Future Opportunities for City and Haaland
“When seeking to broaden their commercial portfolio, American companies will likely see Manchester City as a more enticing proposition because of Haaland and the fact he can cut through in the US. That gives more room for negotiation at the table and means more money on offer.”
“He has solidified his presence as a global football star now, and at a tournament that seeks to put a flag in the ground for the game in the US, where there is the prospect of seeing it surpass baseball in popularity if managed correctly in the coming years, that is great news for City, especially given that he has such a long-term commitment to the football club.”
“Other factors such as tours to the US being more valuable in the coming summers because Haaland is a draw will also be important, especially as we move into a period when both Cristiano Ronaldo and Lionel Messi will be faced with stepping away from the game at the highest level.”
“Football needs a new idol for legions of fans around the globe, and Haaland can very much be that, which means that the opportunities to leverage that into more revenue will become plentiful.”
