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

The FIFA World Cup remains one of the most prestigious stages in sports. Any player who shines against the world’s best teams inevitably catches the eyes of club scouts, managers, and major brands eager to partner with them.

Several players have stood out during this tournament, but some have delivered match-winning and consistent performances that have pushed their brand value to new heights. Here’s a look at five such stars.

Erling Haaland

Erling Haaland’s first World Cup went far beyond expectations. Scoring seven goals and helping Norway reach the quarter-finals by defeating Ivory Coast and former champions Brazil, his impact was undeniable.

His presence in North America caused a social media storm, especially among American fans who flooded the internet with memes celebrating his cool and humorous personality alongside his superb play. Before the tournament, Haaland already had partnerships with Chinese brands due to his growing popularity in Asia. Now, his breakout performance in North America has attracted a flood of brand interest for the Manchester City striker. According to Sports Business Journal, Haaland compressed five years of brand growth into just one month.

He gained 25 million Instagram followers in three weeks, with 12.5 million joining during the knockout rounds alone, bringing his total to 69 million.

Michael Olise

Michael Olise, representing France and Bayern Munich, made his World Cup debut after a strong season in the Bundesliga. His exciting style and laid-back attitude earned him plenty of attention.

Olise set a new World Cup record by providing seven assists, surpassing Pelé’s previous mark. Playing as a creative playmaker, he helped France reach the semi-finals. Despite sharing the spotlight with stars like Kylian Mbappé, Olise’s performances earned high praise.

His brand value climbed too, with an estimated 4.2 to 5.8 million new Instagram followers during the tournament. Although he currently has no endorsement deals, prioritizing comfort and kit aesthetics, his rising profile makes him a hot target for clubs like Real Madrid and Manchester City.

If Olise decides to sign big boot deals, expect top names like Nike, PUMA, and Adidas to compete fiercely for his signature.

Lamine Yamal

Lamine Yamal entered the World Cup as a promising young talent. While his individual displays weren’t earth-shattering, Spain’s triumph lifted his brand value significantly.

He added over 11 million Instagram followers during the tournament. Before the World Cup, he signed a lucrative deal with American Eagle. Now associated with global giants such as Adidas, Coca-Cola, and VISA, winning the World Cup at 19 has transformed him from a future prospect into a current global icon.

With a market valuation exceeding 200 million, Yamal is expected to attract numerous brand collaborations soon.

Kylian Mbappé

Kylian Mbappé has been a standout name in World Cups since 2018. The Real Madrid forward secured his second consecutive Golden Boot at the 2026 tournament, scoring 10 goals in seven matches and leading France to the semi-finals before losing to eventual champions Spain.

Already the third highest-paid athlete behind Ronaldo and Messi, Mbappé boasts partnerships with major brands like Nike, Hublot, Dior, Oakley, and EA Sports.

His market value stays around 200 million, but his World Cup goal-scoring exploits have boosted his fame even more. He gained about 4 million Instagram followers during the event, totaling 135 million.

Though France fell short of the trophy, Mbappé’s performances will likely secure him even bigger endorsement deals, increasing his yearly income substantially.

Jude Bellingham

England’s shining star at this World Cup was Jude Bellingham, a key figure in their third-place finish.

The Real Madrid midfielder delivered seven goals and one assist, driving his team deep into the tournament. His Instagram following grew by 4 to 12 million during the World Cup.

Bellingham is already one of sport’s most marketable athletes, with brands like Adidas, Louis Vuitton, ONSIDE, and Lucozade backing him. This campaign will push his brand status higher, making him a favorite among sponsors.

Playing for a club as huge as Real Madrid naturally draws brand attention, but Bellingham’s talent and achievements add to his appeal. We think his portfolio of endorsements will expand rapidly after this World Cup, securing his place among football’s elite young stars.