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

Previously unknown players have gained millions of social media followers thanks to attention of tournament

Breakout 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.

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