FIFA World Cup 2026: 5 Players Whose Brand Value Has Soared
The FIFA World Cup stands as one of the most prestigious stages in sports, where players who shine against elite national teams attract attention far beyond the pitch. It's not only club scouts and managers watching; major brands rush to associate with standout talents.
At the current tournament, several players have delivered outstanding performances. Some have combined consistency and moments of brilliance, boosting their brand worth significantly. Here’s a look at five footballers whose market value and popularity have surged during the World Cup.
Erling Haaland
Erling Haaland surpassed expectations in his first World Cup appearance by netting seven goals and guiding Norway to the quarter-finals, including wins over Ivory Coast and former champions Brazil in knockout rounds. His presence in North America ignited excitement, especially among American fans on social media, where memes and buzz around him exploded.
Already popular in China with brand ties before the tournament, Haaland’s reputation soared across North America, attracting numerous brand interests for the Manchester City striker. The Sports Business Journal reported that in just one month, Haaland accelerated his brand growth equivalent to five years’ worth of progress.
His Instagram followers surged by 25 million within three weeks, including 12.5 million during knockout matches, bringing his total to 69 million.
Michael Olise
Michael Olise, who shines for France and Bayern Munich, made his World Cup debut after a remarkable Bundesliga season. His creative style and cool demeanor captured attention. Olise broke Pelé’s record for most assists in a single World Cup, providing seven assists while playing as a playmaker, helping France reach the semi-finals.
Despite sharing the spotlight with stars like Kylian Mbappé, Olise’s displays were equally praised. He gained between 4.2 and 5.8 million new Instagram followers during the tournament. Though he currently holds no endorsement deals, focusing more on comfort and aesthetics, his rising market value has made him a target for clubs like Real Madrid and Manchester City.
If Olise chooses to enter the boot endorsement arena, big names like Nike, PUMA, and Adidas would likely compete for his signature, given his status as one of football’s top emerging talents.
Lamine Yamal
Lamine Yamal entered the World Cup as one of the tournament’s most promising young stars. Although his personal impact was subtle, Spain’s triumph elevated his profile immensely. During the competition, the young winger’s Instagram followers jumped by over 11 million.
Before the World Cup, Yamal had already secured a lucrative deal with American Eagle. Now, with the championship win at just 19 years old, his standing has shifted from a future prospect to a present global icon. He is linked with brands like Adidas, Coca-Cola, and VISA.
With a market valuation exceeding 200 million, Yamal is poised for a flood of brand partnerships in the near future.
Kylian Mbappé
Kylian Mbappé remains a consistent star across World Cups since 2018. Representing Real Madrid and France, he secured his second Golden Boot at the 2026 tournament, scoring 10 goals in seven games. France reached the semi-finals before losing to eventual champions Spain.
Mbappé ranks as the third highest-paid athlete globally, trailing only Cristiano Ronaldo and Lionel Messi. His marketability is unmatched, boosted by affiliations with giants like Nike, Hublot, Dior, Oakley, and EA Sports.
His market value stays steady at 200 million, but his World Cup goal-scoring record has raised his profile further. During the tournament, Mbappé added about 4 million Instagram followers, reaching 135 million.
Though France missed out on the title, Mbappé’s performances will likely bring more lucrative brand deals, increasing his earnings substantially.
Jude Bellingham
Jude Bellingham emerged as England’s standout player, playing a key role in securing third place at the World Cup. The Real Madrid midfielder scored seven goals and provided an assist, driving his team into the semi-finals.
Bellingham’s Instagram followers grew by roughly 4 to 12 million during the event. Already a football superstar with partnerships including Adidas, Louis Vuitton, ONSIDE, and Lucozade, he benefits from playing at one of football’s biggest clubs, which draws major brand interest.
This World Cup performance should push Bellingham even higher among the sport’s top endorsers. His combination of talent and achievements makes him a compelling figure for future deals.
