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, and players who shine on this stage draw attention far beyond just fans and club scouts. Top brands often rush to partner with these standout stars, creating a surge in their commercial appeal.

At this World Cup, several players have caught the eye with remarkable consistency and match-winning displays. Below are five footballers whose brand value has surged sharply thanks to their performances and growing popularity.

Erling Haaland

Erling Haaland's first World Cup exceeded expectations. Scoring seven goals and helping Norway reach the quarter-finals by defeating teams like Ivory Coast and former champions Brazil, he became a sensation. His arrival in North America ignited excitement, especially among American fans who flooded social media with memes highlighting his calm and humorous personality.

Before the tournament, Haaland had already secured deals with Chinese brands, but his rising stardom across North America has drawn even more attention. According to Sports Business Journal, Haaland compressed five years' worth of brand growth into just a month. He gained 25 million Instagram followers in three weeks, including 12.5 million during the knockout phase, now boasting 69 million followers in total.

Michael Olise

France and Bayern Munich star Michael Olise made his World Cup debut after an impressive Bundesliga season. Known for his flair and relaxed style, Olise attracted a lot of fan interest throughout the tournament.

He surpassed Pelé’s record for most assists in a single World Cup, delivering seven key passes while playing as a creative midfielder. Despite sharing the spotlight with stars like Kylian Mbappé, Olise’s play was widely praised. He added between 4.2 to 5.8 million Instagram followers during the competition.

Olise currently holds no brand endorsement contracts but has seen his market value rise significantly. Major clubs such as Real Madrid and Manchester City are reportedly interested. If he chooses to pursue lucrative boot deals, global giants like Nike, PUMA, and Adidas would likely compete for his signature as one of the world’s brightest talents.

Lamine Yamal

Young talent Lamine Yamal entered the tournament as one of the most exciting prospects. While his individual impact was limited, Spain’s World Cup victory has elevated his profile dramatically.

Yamal’s Instagram followers surged by over 11 million during the event. Prior to the World Cup, he secured a major deal with American Eagle, and post-tournament, his status is set to rise even further. Already partnered with Adidas, Coca-Cola, and VISA, winning the trophy at 19 years old transformed him from a future hope into a present-day global icon.

With a market valuation exceeding 200 million, top brands will likely seek collaborations with the Spanish winger soon.

Kylian Mbappé

Kylian Mbappé remains a consistent force in World Cups since 2018. The Real Madrid forward clinched his second consecutive Golden Boot in 2026 by scoring ten goals across seven matches, guiding France to the semi-finals before they fell to Spain.

Mbappé ranks as the third highest-paid athlete globally, trailing only behind Cristiano Ronaldo and Lionel Messi. His portfolio includes major names like Nike, Hublot, Dior, Oakley, and EA Sports. His market value stays at an immense 200 million, and he gained roughly 4 million Instagram followers during the tournament, reaching 135 million in total.

Though France missed out on the title, Mbappé’s World Cup exploits will likely attract new and more lucrative endorsements, boosting his earnings further.

Jude Bellingham

England’s standout player at the World Cup, Jude Bellingham, played a key role in securing third place. The Real Madrid midfielder impressed with seven goals and an assist, pushing England to the semi-finals.

Bellingham’s Instagram grew by 4 to 12 million followers during the competition. Already a superstar and highly marketable athlete, he works with brands like Adidas, Louis Vuitton, ONSIDE, and Lucozade. Playing for Real Madrid adds to his appeal, attracting global sponsorships.

This World Cup performance could lift him even higher among brand favorites, expanding his portfolio of lucrative deals. We think Bellingham’s star is only set to rise in the coming years.