Seven goals in four World Cup matches have turned Norway striker Erling Haaland into more than a tournament star, with fans recasting the 25-year-old as the internet’s “babygirl.”
His 6-foot-5 frame and elite finishing contrast with goofy Snapchat filters, cheeky selfies and self-mocking posts, a mix that has pulled in even non-soccer fans.
Nearly 60 million Instagram followers, viral memes and a Haaland look-alike contest in the U.S. show how his online persona has widened his appeal ahead of Norway’s quarterfinal against England.
Researchers cited by AP said Haaland’s rise reflects stronger parasocial bonds between athletes and fans, as players now shape their own image far beyond interviews and press conferences.
That dynamic is also pushing soccer players deeper into pop culture, with fans building narratives around Haaland’s friendships, appearance and off-pitch personality as much as his goals.