World Cup 2026: The Era of Influencers
The upcoming World Cup in 2026 is set to be a game-changer, as it shifts focus towards influencers and social media. FIFA is moving from strict content control to embracing it as a way to grow its audience.
During the Qatar 2022 event, things got chaotic in the mixed zones where fans were eager for selfies and videos. However, makeshift signs were put up to ban photography. Reports suggest that in the upcoming tournaments in Mexico, Canada, and especially the United States, this strict control won’t work anymore, and FIFA sees an opportunity.
FIFA President Gianni Infantino is diving into influencer culture himself, sharing stories and reels with his impressive 5.2 million Instagram followers. He aims to connect with audiences who love short, engaging video content.
Two surprising figures are leading this trend. New Zealand player Tim Payne gained a massive following after being featured by Argentine creator Valen Scarsini, skyrocketing from 5,000 to 5 million followers almost overnight. After a successful career in his home league, he has recently joined Olimpia in Paraguay.
In another example, Cape Verde goalkeeper Vozinha saw his follower count jump from around 50,000 to 29 million after standout performances against Spain and Argentina. Initially a reserve player for a Portuguese team, at 40 years old he is now being linked to a high-profile team, Inter Miami, where Lionel Messi plays. Whether clubs are interested in his talent or his newfound fame, his popularity is certainly a plus.
FIFA has even named TikTok as its preferred platform this year, noting that viewers are 42% more likely to watch live events after seeing sports clips. Reactions from social media stars like IShowSpeed can sometimes attract more viewers than the matches themselves, turning their influence into real revenue.
With relaxed restrictions on non-broadcast videos, influencers are taking center stage. Many memorable moments are being shared, from Jero Freixas handing Messi his MVP award to IShowSpeed appearing in a star-studded ceremony. Even Erling Haaland’s vlog racked up around 25 million views. Regardless of who takes home the trophy, it looks like this World Cup will truly belong to the influencers.
