FIFA World Cup 2026: 5 players whose brand value has skyrocketed

The FIFA World Cup is undoubtedly one of the grandest stages in the world of sports. Any player who performs against the top teams here is bound to attract massive attention — not just from club scouts, but also major brands who flock around such players.

There have been many standout performers at the 2026 FIFA World Cup, but a few of them have produced match-winning, stellar, and consistent performances that have helped them outshine the rest. Here, we take a look at five players whose brand value has soared over the course of the tournament due to their exceptional performances and immense popularity.

Erling Haaland

Erling Haaland’s debut World Cup campaign went much better than expected, as he scored seven goals and took Norway to the quarter-finals, helping them beat Côte d’Ivoire and former champions Brazil in the knockouts.

Haaland’s visit to North America sparked a frenzy, mainly among American fans on social media, as he became a meme magnet and reached unprecedented levels of popularity with his superb performances and calm and funny demeanour. Haaland’s growing popularity in China has already earned him brand associations with Chinese brands, and now, with him becoming a phenomenon in North America, brands are starting to queue up for the Manchester City striker. According to GLOBE & MAIL’s Cathal Kelly, “In the space of a month, Haaland has ‘done five years worth of brand acceleration.’” 

Haaland has gained 25 million Instagram followers over a span of three weeks, with 12.5 million coming during the knockout stages, reaching a total of 69 million followers on Instagram alone.

Michael Olise 

France and Bayern Munich star Michael Olise also made his World Cup debut after a phenomenal season with the Bundesliga giants. His exciting style of play and nonchalant attitude earned him a lot of fanfare during the World Cup.

Olise broke Pelé’s record for the most assists in a single World Cup tournament with seven assists. He played as a No. 10 in a playmaker role and helped France reach the World Cup semi-finals. Although he played in a star-studded French team, Olise’s performances were lauded as much as Kylian Mbappé’s, with the latter scoring the most goals at the tournament.

Olise has seen his brand value rise at this World Cup. He has earned between 4.2 and 5.8 million new Instagram followers during the competition. And although he has prioritised comfort, freedom, and kit aesthetics, and currently holds no brand endorsement deals, his overall market valuation has increased, making him a prime target for even bigger clubs like Real Madrid and Manchester City.

If Olise does want to entertain mega-money boot deals, he’ll find the biggest global brands (Nike, PUMA, Adidas) vying for his signature, as he is one of the best players in the world right now, and the time has come for him to monetise his rising global popularity.

Lamine Yamal

Lamine Yamal came into this World Cup as one of the most exciting young talents to watch throughout the tournament. Although from an individual perspective, Yamal didn’t really take the World Cup by storm, Spain did manage to win the World Cup, further elevating Yamal’s brand value to massive levels.

The teenager’s social media numbers have also seen a huge shift, with the winger having gained over 11 million followers on Instagram during the World Cup. He had already signed a mega-money deal with American Eagle ahead of the tournament, but his stardom is bound to hit new levels with La Roja‘s World Cup triumph.

Yamal already has agreements in place with global brands like Adidas, Coca-Cola, and Visa. By winning the World Cup at 19, he has gone from being one for the future to a global icon of the present. Top brands are now going to line up more fervently than ever for the Spain and Barcelona forward, while his market valuation has already crossed an eye-watering €200 million.

Kylian Mbappé

When it comes to the World Cup, one name has remained common among the top performers since 2018, and that is Kylian Mbappé.

The Real Madrid and France superstar has never disappointed. He bagged his second successive Golden Boot award at the 2026 World Cup, scoring ten goals in seven games and leading France to the semi-finals, where they lost to eventual winners Spain as well as missing out on the bronze medal after losing to England.

Mbappé is already the third-highest-paid athlete in the world behind Cristiano Ronaldo and Lionel Messi, and one of the most marketable sports stars. Playing for one of the biggest clubs in the world helps with attracting the biggest brands. Mbappé already has an impressive portfolio of brand endorsement deals, boasting associations with Nike, Hublot, Dior, Oakley, EA Sports, and many more.

While his market valuation remains unchanged at a staggering €200 million, the World Cup’s all-time highest goalscorer has just raised the stakes even more. Mbappé gained around four million followers during the World Cup, taking his Instagram following to an impressive 135 million.

Although he couldn’t lead France to another World Cup trophy, his latest World Cup heroics are definitely going to land Mbappé more lucrative brand endorsement deals, further raising his earnings significantly.

Jude Bellingham

Arguably England’s most impressive performer at the World Cup, Jude Bellingham was one of the major reasons the Three Lions clinched the bronze medal. The Real Madrid midfielder had a phenomenal tournament, producing seven goals and an assist and leading his side to the World Cup semi-finals. He gained approximately 12 million followers on Instagram over the course of the tournament.

Bellingham is already a footballing superstar and one of the most marketable athletes in the world of sport. With brands like Adidas, Louis Vuitton, ONSIDE, and Lucozade collaborating with the young Englishman, he is already taking home massive yearly earnings from brand deals. This World Cup campaign will further elevate him to higher levels, making him a brand favourite. 

Playing for Real Madrid comes with a major advantage, as representing one of the biggest football clubs in the world alone attracts major brands, but Bellingham is also an extraordinary footballer, with his achievements adding to his charm. There’s no doubt that his already bulging portfolio of lucrative brand deals will get heavier after this World Cup, as he is one of the top young stars to follow in the coming years.