The 2026 World Cup not only left great performances on the field of play, but also a significant impact on social networks. A report prepared by Francesc Pujol, professor at the University of Navarra, revealed which footballers increased their number of followers on Instagram the most during the tournament.
After analyzing the evolution of more than 1,200 soccer players participating in the World Cup, the study concluded that sports performance had a direct relationship with the growth of digital presence.
Erling Haaland led the growth of followers on Instagram
The big winner of the study was Erling Haaland, who added 34.5 million new followers during the 2026 World Cup, the largest increase recorded among all participants.
The Norwegian striker went from 40.8 million to 75.3 million followers, a growth of 85%, driven by the outstanding performance of his team, which reached the quarterfinals after eliminating Brazil.
In second place appeared Vozinha, the experienced goalkeeper from Cape Verde, whose story became one of the most striking of the tournament. The goalkeeper started the World Cup with just 46,000 followers and, thanks to his performances against Spain and Argentina, he gained nearly 30 million new followers, which represents a growth of more than 60,000%.
Rounding out the podium was Lamine Yamal, who added more than 14 million followers during the competition.
Lionel Messi also grew, but was left out of the Top 5
Although he was one of the figures in the title won by Argentina, Lionel Messi finished in sixth position in the ranking prepared by the University of Navarra.
“His 8.5 million new followers represent an increase of less than 2% on a base already of 515 million, the second largest personal record, after Cristiano Ronaldo, and also the most difficult to continue growing,” says Pujol.
The study highlights that Messi's reduced percentage growth responds to the enormous volume of followers he already had before the tournament.
Spain topped the ranking among national teams
In the analysis by national teams, Spain was the team whose players registered the greatest joint revaluation on Instagram.
Spanish footballers added an average of 1.5 million new followers per player and accumulated more than 36 million in total.
Argentina ranked second in average growth, although it surpassed the Spanish overall figure because two world champions, Rodri and Unai Simón, do not have a profile on Instagram.
The report also highlights that Norway and Cape Verde managed to place themselves above teams like France and England, mainly thanks to the enormous individual impact of Erling Haaland and Vozinha.
Four Spanish footballers appear among the most valued
The team led by Luis de la Fuente placed four players within the 20 footballers with the greatest growth in social networks.
Among them are Marc Cucurella, who also benefited from his signing with Real Madrid; Ferran Torres, whose goal in the final increased his international exposure, and Pau Cubarsí, distinguished as the best young player of the tournament and one of the few defenders present in the ranking.
The attack generates much more impact than the defense
The study concludes that offensive actions continue to be the main driver of digital growth for footballers.
“Among the 100 footballers with the greatest increase in followers, 40 are forwards and they have 131 million new followers, compared to the mere 38 million that the 26 goalkeepers and defenders present in that group together add up to, 3.4 times less,” says Francesc Pujol.
Likewise, research indicates that young players tend to get a greater boost during a World Cup, as it is the main showcase of their careers.
“These players find their great showcase in the tournament, while the percentage impact decreases with age, except in the case of great soccer players in the final stretch of their career, who, due to their enormous fan base, continue to add relevant figures in absolute terms,” concluded the professor from the Faculty of Economics of the University of Navarra.
