Erling Haaland has already won one prize: the most viral player of the World Cup
Haaland Wins Viral Player Title at World Cup
Erling Haaland has already won one prize beyond the pitch. While chasing the Golden Boot as the tournament's top scorer, Norway's star striker has claimed an unexpected honor: the most viral player of this World Cup. The Norwegian arrived with loyal fans back home and across Manchester, particularly among City supporters. Yet his appeal stretches far beyond the Etihad. Leeds United supporters also cherish him, remembering his Yorkshire roots when his father, Alf-Inge, played for the club and young Erling cheered from the stands.
With Norway reaching the quarter-finals, global audiences have fallen for Haaland's charm. This fascination comes less from his goals and more from his entertaining off-field content. During the opening week of July, searches for "Haaland" entered the UK's top ten most-queried terms on TikTok, jumping over 300 percent from the previous week. This surge made him the most sought-after World Cup figure during that period.
Digital Numbers Climb Steeply
Interest in his highlights has exploded. Queries for "Haaland best moments" leapt 1,300 percent week-on-week. Since the tournament started, fans have shared more than 14,000 posts using #Haaland and #ErlingHaaland combined, representing nearly a 500 percent monthly rise. Even with this growth, he remains behind football's social media giants. His 1.4 million posts trail Lionel Messi's 25 million and Cristiano Ronaldo's 22.3 million.
His digital footprint spans several platforms. A YouTube clip from last Christmas featured him as Santa Claus handing out gifts across Manchester. His Instagram stories regularly grab headlines, including a witty comment about "raw dogging" a flight with no food, drinks, or entertainment. Instagram and TikTok have buzzed with Haaland content throughout the World Cup, while his Snapchat stories draw 4.7 million subscribers.
Humor and Connections Go Viral
Haaland seems to relish the spotlight, sometimes replying to fan posts directly. He shared a viral meme of a dog rolling up a car window—a symbol for hiding—on an Instagram question about whether a green onion looked like him. Other amusing posts include a photoshopped image with Shrek captioned "Selfie with my twin," a tourist-style photo in New York wearing a cap and shades, and a snapshot of him swapping his Viking helmet for a cowboy hat during a Texas shopping trip.
Even search engines join the fun. Typing his name into Google now triggers an animation of rowers in Viking helmets gliding across the screen. Videos celebrating his sportsmanship have also spread widely, including one showing him carefully folding and handing a jersey to a kit man while teammates casually toss theirs aside.
His close bond with former Dortmund teammate Jude Bellingham has resonated online. Some fans compare the pair to the hockey players from HBO's Heated Rivalry, especially as Norway prepares for their Saturday clash with England. This connection may be boosting Bellingham's digital presence too, with 1.3 million TikTok posts about him versus Harry Kane's 277,600.
The World Cup has drawn new audiences beyond traditional football fans. One 18-year-old Dutch content creator made a video about Haaland and Bellingham that earned over 100,000 shares, despite admitting she "didn't know Haaland before this World Cup." She explained her viewing habits:
I'm honestly not that into football except for World Cups and Uefa Euros, so mostly just when my own country plays, because the whole country watches, so you kinda have to stay updated.
She continued:
I always get really invested in the World Cup every four years, but usually mostly just for my own country. This year, it kinda took over my FYP [For You page], especially Haaland and his funny moments and his Snap stories.
Regarding her interest in the Norwegian striker, she noted:
I just like Erling Haaland's vibe. I think his Snapchat posts are funny, and I like the bromance between Haaland and Bellingham.