FIFA World Cup 2026: Five Players Whose Brand Value Has Soared

The FIFA World Cup stands as one of the most prestigious events in sports. Players who shine against top national teams attract attention not only from clubs and managers but also from major brands eager to associate with them.

This tournament has seen many impressive performances, but a handful of players have delivered consistently outstanding displays or gained immense popularity, boosting their brand value significantly.

Erling Haaland

Erling Haaland’s first World Cup exceeded expectations. Scoring seven goals, he helped Norway reach the quarter-finals, overcoming Ivory Coast and former champions Brazil in the knockout stages. His presence in North America sparked excitement, especially among American fans who flooded social media with memes celebrating his calm and humorous personality alongside his stellar play.

Already popular in China, Haaland’s appeal in North America has attracted numerous brands eager to sign the Manchester City striker. Sports Business Journal reported that within just a month, Haaland achieved the equivalent of five years’ worth of brand growth. His Instagram following surged by 25 million in three weeks, with 12.5 million new followers during the knockout rounds alone, bringing his total to 69 million.

Michael Olise

French and Bayern Munich midfielder Michael Olise debuted at this World Cup after an outstanding season with Bayern. His exciting style and laid-back attitude earned him considerable fan attention. Olise set a new record for most assists in a single World Cup with seven, playing a key role as a creative midfielder helping France reach the semi-finals.

Despite competing alongside stars like Kylian Mbappé, Olise’s performances received equal praise. He gained between 4.2 and 5.8 million new Instagram followers during the tournament. While he currently has no endorsement deals, focusing on comfort and kit style, his market value has risen, attracting interest from elite clubs such as Real Madrid and Manchester City. If he opts for high-profile boot sponsorships, brands like Nike, PUMA, and Adidas could be battling for his signature.

Lamine Yamal

Lamine Yamal arrived at this World Cup as one of the most promising young talents. Although he didn’t dominate individually, Spain’s World Cup victory boosted his brand dramatically. His Instagram followers increased by over 11 million during the tournament. Before the World Cup, Yamal signed a lucrative deal with American Eagle, and now his post-tournament status is shifting him into a global icon.

He already partners with Adidas, Coca-Cola, and VISA. Winning the World Cup at just 19 years old has transformed his future prospects. With a market value surpassing 200 million, Yamal is expected to receive numerous brand offers soon.

Kylian Mbappé

Kylian Mbappé remains a standout performer across World Cups since 2018. The Real Madrid star won his second consecutive Golden Boot at this World Cup, scoring 10 goals in seven matches. He led France to the semi-finals, where they were defeated by eventual champions Spain.

Ranked as the third highest-paid athlete behind Cristiano Ronaldo and Lionel Messi, Mbappé is highly marketable. His sponsorship portfolio includes Nike, Hublot, Dior, Oakley, and EA Sports. Despite his market valuation holding steady at 200 million, his World Cup achievements have raised his profile even higher. He added around 4 million Instagram followers during the competition, totaling 135 million.

Though France fell short of the trophy, Mbappé’s performances should bring more lucrative endorsements, increasing his annual earnings.

Jude Bellingham

England’s shining star in this World Cup was Jude Bellingham. The Real Madrid midfielder’s seven goals and an assist propelled England to a third-place finish. Bellingham attracted between 4 and 12 million new Instagram followers during the tournament.

He is already one of the world’s most marketable athletes, collaborating with Adidas, Louis Vuitton, ONSIDE, and Lucozade. This World Cup run will likely boost his brand appeal further. Playing for Real Madrid adds prestige, drawing top brands to its players, but Bellingham’s talent and achievements make him stand out.

His portfolio of endorsements will probably grow heavier after this tournament, securing his position as a top young star to watch.