Haaland tops World Cup Instagram boom as Cape Verde keeper Vozinha gains 29m followers

Erling Haaland has emerged as the biggest social media winner of the 2026 World Cup, topping a list of players who gained the most followers on Instagram – but one of the tournament’s most remarkable stories belongs to a 40‐year‐old goalkeeper from Cape Verde.

Vozinha, previously little known outside African and Portuguese-speaking football circles, has become a global online sensation after his standout performances, turning from a relative unknown into one of the most followed footballers on the planet in the space of a few weeks.

Cape Verde veteran turns viral star

According to data published by US sports business outlet Sportico, Vozinha’s Instagram following rocketed from around 30,000 before the World Cup to 29.43 million by the end of the tournament.

That represents an astonishing increase of about 29.4 million followers – one of the most dramatic rises in visibility for any player at the tournament, and a striking example of how World Cups can transform careers and public profiles far beyond the pitch.

The Cape Verde goalkeeper’s surge has placed him among global elite company on social media, even though his side were not considered among the pre-tournament favourites.

Haaland leads global surge

Despite Vozinha’s extraordinary jump, Norway striker Erling Haaland topped the overall list for follower growth.

Haaland, who plays his club football for Manchester City, added 32.1 million followers during the World Cup. His total Instagram audience rose from 40.6 million before the tournament to 72.7 million afterwards.

French broadcaster RMC reported that Haaland’s popularity rose particularly sharply in the United States. While he was already a star in Europe, he did not enjoy the same level of mainstream recognition among US fans before the competition.

RMC highlighted that his playful personality and unconventional posts on Instagram helped attract millions of new followers in the American market and beyond.

Among the most widely shared clips was footage of Haaland returning to Norway after the World Cup, stepping off a plane carrying a stuffed raccoon under his arm, with the animal clutching an empty bottle. The surreal image was widely reposted across platforms and became a viral talking point.

Rising stars and established icons

The Sportico figures underline how both emerging talents and established icons benefited from the global spotlight.

France international Michael Olise, who joined Bayern Munich in 2024, more than doubled his Instagram following after impressing with Les Bleus at the World Cup. His audience rose from 5.2 million to 10.9 million – an increase of 5.7 million followers.

Other major movers on Instagram during the tournament included some of the biggest names in the game:

– Erling Haaland (Norway): +32.1 million followers
– Vozinha (Cape Verde): +29.4 million
– Jude Bellingham (England): +12 million
– Cristiano Ronaldo (Portugal): +11.4 million
– Lamine Yamal (Spain): +11 million
– Neymar (Brazil): +7.7 million
– Lionel Messi (Argentina): +7.5 million
– Gilberto Mora (Mexico): +6.6 million
– Michael Olise (France): +5.7 million
– Endrick (Brazil): +5.6 million

World Cup as a global stage

The data underlines how the World Cup continues to act not only as the pinnacle of international football but also as a powerful engine for global branding and digital reach.

For megastars such as Haaland, Cristiano Ronaldo, Neymar and Lionel Messi, the tournament further cemented already vast audiences. For others, like Vozinha and Olise, it served as a launchpad into a new level of global recognition – one that could shape their careers, commercial value and public image long after the final whistle.