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

The FIFA World Cup stands as one of the most prestigious platforms in sports. Any player who shines against the top teams instantly grabs attention—not just from clubs and managers but also from major brands eager to associate themselves with these athletes.

This tournament has seen many impressive performers, yet a handful have consistently delivered match-winning displays or captured fans’ imaginations. Here are five players whose brand value has surged significantly due to their performances or widespread appeal.

Erling Haaland

Erling Haaland exceeded expectations in his first World Cup, netting seven goals and helping Norway reach the quarter-finals, including wins over Ivory Coast and former champions Brazil. His arrival in North America triggered a social media sensation, especially among American fans, with memes flooding the internet. Haaland’s mix of skill, calmness, and humor won him new followers rapidly.

Before the tournament, he was already linked to Chinese brands, but now his popularity in North America has led to numerous brand offers. The Sports Business Journal noted that Haaland achieved five years’ worth of brand growth in just one month. He gained 25 million Instagram followers in three weeks, 12.5 million of them during knockout matches, reaching a total of 69 million followers.

Michael Olise

Michael Olise, who plays for France and Bayern Munich, also made his World Cup debut after a strong season in the Bundesliga. His creative style and laid-back attitude earned him widespread admiration during the event.

Olise set a new World Cup record for assists in a single tournament with seven, operating as a playmaker and helping France reach the semi-finals. Despite featuring alongside stars like Kylian Mbappé, his performances stood out equally.

Though he currently holds no endorsement deals and prefers comfort and kit aesthetics, Olise gained between 4.2 to 5.8 million Instagram followers during the competition. His market value has risen, attracting interest from big clubs such as Real Madrid and Manchester City. If he chooses to pursue major boot endorsements, leading brands like Nike, PUMA, and Adidas would likely compete for his signature.

Lamine Yamal

Lamine Yamal entered the World Cup as a promising young talent. Although his personal impact on the field was modest, Spain’s triumph at the tournament boosted his brand value tremendously.

Yamal gained over 11 million Instagram followers during the World Cup. He signed a significant deal with American Eagle before the tournament and already partners with global names like Adidas, Coca-Cola, and VISA. Winning the World Cup at 19 shifted his image from future prospect to current global icon.

His market valuation has surpassed 200 million, and top brands are expected to pursue collaborations with the Barcelona winger in the near future.

Kylian Mbappé

Kylian Mbappé remains a dominant figure in World Cup history. The France and Real Madrid star secured his second consecutive Golden Boot at the 2026 World Cup by scoring 10 goals in seven games. He led France to the semi-finals, where they fell to eventual champions Spain.

Mbappé ranks as the third highest-paid athlete globally, trailing only Ronaldo and Messi. His extensive portfolio includes partnerships with Nike, Hublot, Dior, Oakley, and EA Sports. While his market value holds steady at around 200 million, he added approximately 4 million Instagram followers during the tournament, pushing his total to about 135 million.

Though he didn’t claim the trophy, his World Cup efforts will likely secure more lucrative brand deals, boosting his yearly income.

Jude Bellingham

Jude Bellingham stood out as England’s brightest performer, playing a key role in securing third place. The Real Madrid midfielder scored seven goals and provided an assist, driving his team into the semi-finals.

Bellingham’s Instagram following grew by 4 to 12 million during the World Cup. Already a major sports personality, he collaborates with brands like Adidas, Louis Vuitton, ONSIDE, and Lucozade. His World Cup display will elevate his appeal further, making him even more attractive to global sponsors.

Playing for Real Madrid offers major visibility, but it’s Bellingham’s exceptional skills and achievements that make him a magnet for endorsements. His portfolio is expected to expand significantly thanks to this World Cup.