From Vozinha to Tim Payne: how the World Cup is creating viral stars

B reakout talent emerges at every World Cup , but in 2026 these players’ actions are not confined to the pitch. Social media has become football’s parallel tournament, an arena where one viral clip can reshape an entire career. Here are some standout risers from the tournament so far. Vozinha The Cape Verde goalkeeper Vozinha has become a global sensation after starring in his country’s stunning goalless draw with Spain on Monday. Before the match, reports suggested the 40-year-old had roughly 20,000 followers on social media – that figure now stands at 7.2 million and rising. It’s fair to say Vozinha could end up being one of the faces of the tournament. Cape Verde’s Vozinha has gained seven million followers on social media. Photograph: Jacob Kupferman/AP Tim Payne Payne arrived at the World Cup with a mere 4,715 followers on Instagram. After being picked out by the Argentinian influencer Valen Scarsini in a challenge to find the “least-known player” at the tournament based on social media metrics, the New Zealand defender saw that figure rise to an enormous 5.8 million. Caught by surprise at his sudden rise in social media popularity, Payne posted videos thanking Scarsini for his support. The pair have also subsequently met in the flesh. Tim Payne was deemed the World Cup’s ‘least-known player’ – not any more. …