World Cup stars offer marketing lessons

Erling Haaland’s departure from Norway’s World Cup quarterfinal against England ended more than his team’s tournament run. For sponsors like Visa, it also concluded a campaign that transformed the Manchester City striker into a breakout marketing star. The effort demonstrated how to promote athletes in an era where fans prioritize individual personalities over team loyalties.

How Haaland became a U.S. marketing favorite

Visa partnered with Haaland a year before the World Cup, wagering on his ability to score simple goals from close range. The campaign offered Visa cardholders rewards each time he or other ambassadors, including Spain’s Lamine Yamal, delivered those goals during the event. Advertisements appeared on broadcast television, paid social platforms, and digital billboards in stadiums.

Norway’s strong performance contributed to the campaign’s impact, though Haaland’s appeal extended further. His playful, unfiltered personality—captured on Snapchat, in press interviews and a YouTube channel launched 12 months back—connected with U.S. audiences, especially Gen Z. Research by YouGov, USC Annenberg, and ACC revealed that 32% of Gen Z fans now support individual athletes rather than teams. During the tournament, Haaland’s social media following increased by over 5 million, as reported by Sprout Social.

Jasmin Fischer, SVP of research and insights at SAMY, noted his particular appeal to new football viewers. His combination of consistent performance on the field and quirky off-field moments—such as his 2022 statement about wanting to “touch the ball five times and score five goals”—aligned with U.S. sports culture, where icons like Michael Jordan set the standard.

Visa’s Andrea Fairchild, SVP of global sponsorship strategy, attributed the campaign’s success to his willingness to share personal moments with fans. The company conducted extensive research before selecting him, beginning the process before Norway secured its World Cup spot.

Zlatan’s second career and the athlete marketing model

Zlatan Ibrahimović, the former Sweden striker, followed a comparable path during the World Cup—though not as a competitor. As a Fox analyst, his mix of sharp humor, confidence, and unscripted moments—like playing soccer in the studio with Thierry Henry—made him a standout. His Instagram following reached 65 million, while his TikTok audience grew by 7% during the tournament, per Sprout Social.

Like Haaland, Ibrahimović’s rise reflects a broader change in how athletes cultivate their public images. Social media, particularly content controlled by the players themselves, has replaced the carefully managed personas of past generations. The shift has created a more direct connection with fans and greater value for sponsors.

However, not every athlete can deliver the same results. The experiences of Haaland and Ibrahimović show that personality is as important as performance. Visa’s selection of Haaland wasn’t left to luck. Fairchild noted that the process began a year out from the World Cup, before Norway had even officially qualified, ensuring he was well-suited for U.S. stardom.

Haaland’s appeal lies in his blend of reliability as a goalscorer and his eccentric off-pitch persona, which masks an athlete with sky-high ambitions. This combination makes him a closer fit for U.S. star athletes like Michael Jordan than his teammates at Manchester City—a club noted for its anti-individualistic culture.

Retailers have noticed similar trends during major events. Fan spending patterns shifted as viewers engaged with both the tournament and related marketing campaigns.