Amid a sea of controversies, Erling Haaland emerged as the most positive story of the FIFA World Cup, and a communications phenomenon.
While perhaps the most scandal-ridden FIFA World Cup ever delivered an abundance of controversies, questionable decisions and even speculation about certain national teams led by football superstars receiving preferential treatment, something happened that probably no one could have anticipated. This time, the positive side of the internet worked its magic. Even if you are not a football fan, or perhaps not even a social media user, it would have been difficult to miss the thousands of fans rowing in unison, or the Norwegian national team changing the plans of several traditional favourites, led by the extraordinary presence that is Erling Haaland.
Serious football fans have long been familiar with the name of the young Norwegian and Manchester City striker. Long before becoming the internet’s favourite boyfriend – or, more accurately, its “babygirl” or “Norwegian princess” – the blond Viking earned respect through his countless goals, unstoppable attacking instinct, top-scorer awards, championship titles and records. In short, Erling Braut Haaland is a football machine. A superpower. So how did he suddenly become the king of the internet, or at least the king of internet memes?
At the age of 26, and with an exceptionally successful career already behind him, Haaland arrived at the world’s biggest football tournament with a certain level of recognition and media capital, but still as an underdog. Fully aware of this, he quickly began winning over the audience with his humility, his relaxed attitude and, ultimately, his performance on the pitch.
Before long, the Haaland running meme appeared, followed by an AI-generated meme in which the Norwegian giant was startled by his own reflection in the mirror while eating. Haaland himself described it as one of the best memes about him—and the rest is history.
As one of the younger players in the tournament and a typical member of Generation Z, social media is an everyday and unavoidable part of Haaland’s life. However, it is not simply about how much he uses it, but how he uses it.
While our feeds are filled with Instagram-perfect shots, luxury cars, nights out at fashionable destinations, training sessions, strict nutrition regimes and complete dedication to elite sport, Haaland offered the world something different: photos of himself in pyjamas, close-ups of his nostrils and selfies with Shrek. An unpolished, funny, genuine and approachable version of himself. In the language of the communications industry, we have finally found someone who is truly authentic.
The internet absolutely adores Haaland. His hairstyle, his unruly long blond hair, his confused facial expressions, his genuine smile, and his softer, almost boyish side and playfulness.
Add to that his personal involvement, his active presence in communication, his willingness to join in on the joke and his fantastic instinct for delivering the right response at exactly the right moment, and the result is a genuine breath of fresh air. His viral rise and the staggering growth of his follower count therefore seem entirely logical.
Source: https://www.instagram.com/p/Da-vDzwFIGd/
Although he is not the first athlete to attract millions of followers on social media, Haaland is an excellent example of emerging trends and the growing influence that social platforms and their users have on shaping a person’s public persona. The internet’s readiness to turn anything into a good joke, combined with Haaland’s willingness to embrace the game and actively participate in it, reveals the true power of the audience – a power great enough to transform an athlete into a pop-culture icon overnight.
Haaland’s popularity did not suddenly surge solely because of his football skills. The lesson here is not so much about his individual character traits as it is about his willingness to be himself. At a time when famous athletes often leave nothing to chance and carefully curate their image on social media, Erling Haaland has shown that audiences are no longer looking for perfection. They are looking for personality, spontaneity and an opportunity to become part of the story.
Whether we intended to or not, this summer we all became residents of Ha-Ha-Ha-Haaland, at least for a moment. Alongside his footballing brilliance, we also enjoyed an abundance of laughter, entertainment and positivity.
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