The World Cup has created viral stars, but their ability to translate this sudden social media fame into sustained financial success remains uncertain. Experts suggest that while a "signature moment" can generate significant attention, capitalizing on it requires strategic navigation of the digital media landscape beyond the tournament's end.
"Viral clips are the direction in which sports viewership is headed," said one observer, noting that a player's performance across an entire game may matter less than a single, shareable moment. This "viral moment has greater currency" than the game itself, the observer added. The challenge for these athletes lies in converting this temporary spotlight into a lasting career, especially for those who were not already established stars.
"You have a window there of attention," another commentator noted. "Nobody knew who the Cape Verde goalie was... and I don't know that they'll know who he is after the World Cup ends." Unlike global icons such as Messi, Ronaldo, Neymar, or Mbappe, whose brand power extends far beyond their playing careers, athletes who achieve fame through a single viral event often find it difficult to leverage that into post-career opportunities.
Navigating the Digital Economy
Long-term career opportunities exist for new social media stars, but the exact financial potential is difficult to quantify. Unlike the standardized rates for traditional advertising, such as television commercials, the pricing for sponsored social media posts is less regulated. "There are very few safeguards on what a sort of reasonable income looks like," one source said.
These athletes' careers have thus far been closely tied to soccer. Navigating the "variability of a kind of shadowy ecosystem of the digital media economy" presents a significant challenge. The cultural currency for these viral World Cup stars is currently at its peak. Their future success will likely depend on how effectively they can maintain fan engagement after the tournament concludes.
One example of successfully leveraging a social media audience is US rugby player Ilona Maher. Her popularity surged during the 2024 Paris Olympics, leading to her own podcast, brand ambassador roles, a modeling appearance for Sports Illustrated, and a runner-up finish on "Dancing with the Stars." Maher also received the Best Breakthrough Athlete Award at the 2025 ESPY Awards, demonstrating a pathway for athletes to build enduring careers beyond their athletic achievements through strategic use of their public profile.