Erling Haaland has already won one prize: the most viral player of the World Cup. The Norwegian striker's following keeps growing, more for the content he creates off the pitch than his scoring record. He is in the running for the Golden Boot, but his off-field antics have captivated global audiences.
Haaland's Social Media Explosion
In the first week of July, searches for "Haaland" entered the UK's overall top 10 platform searches on TikTok, increasing more than 300% week on week, making him the most searched-for World Cup player during that period. Searches for "Haaland best moments" also increased by 1,300% week on week. Since the start of the tournament, there have been more than 14,000 #Haaland and #ErlingHaaland posts combined, representing an almost 500% increase in posts month on month. On Instagram, Haaland's following grew from 40 million to 60 million during the tournament, making him the fastest-growing major player. His Reels have been viewed more than 683 million times since the start of the World Cup.
Viral Content and Fan Engagement
Haaland has entertained with posts including a mocked-up picture with the cartoon ogre Shrek, captioned "Selfie with my twin", a picture of him going undercover as a tourist in New York, and swapping his famous Viking helmet for a cowboy hat while out shopping in Texas. Even Google has joined in the fun: searching Haaland's name currently brings up an animation of rowers in Viking helmets drifting across the screen. Videos have gone viral of Haaland demonstrating sportsmanship, such as folding and handing over a jersey to a kit man while other players throw them on the floor.
Bromance with Bellingham and Global Appeal
Haaland's friendship with former Borussia Dortmund teammate Jude Bellingham has delighted the internet, with some comparing the pair to rival hockey players from HBO's Heated Rivalry. One 18-year-old TikTok creator from the Netherlands made a video about Haaland and Bellingham that has been shared more than 100,000 times. She said, "I didn't know Haaland before this World Cup... I just like Erling Haaland's vibe. I think his Snapchat posts are funny, and I like the bromance between Haaland and Bellingham."
Fan and Supporter Perspectives
Back in Manchester, City fans have said this is only a case of the world waking up to what they have been witnessing for years. Dante Friend from the 1894 fan group said, "He is a great asset for our club. He's very active on social media, he follows the fan accounts, he's in touch with some of the main fans behind the scenes, so we really feel he's one of us." Kevin Parker, general secretary of the Manchester City official supporters club, said, "He's an unbelievable footballer... but I think City fans for quite some time have seen Erling as just a different sort of footballer. I don't mean in terms of his ability, I mean in terms of his personality. He just seems a genuinely likable sort of guy." Howard Cohen, chair of the Manchester City Disabled Supporters Association, added, "When he first came, there was a public image of him being quite quiet and reserved. He's really come out of his shell very quickly. He doesn't take himself too seriously, and that, I think, is what people love most with him."
