How Instagram Influencers Are Making Low-Profile World Cup Players Famous
The traditional football pitch is no longer the only arena where World Cup reputations are forged. In a phenomenon that is reshaping the digital landscape of the tournament, social media influencers are actively curating the fame of players, transforming relatively low-profile squad members into global internet sensations before the first whistle blows.
The trend began when South American influencer Valen Scarsini, known as “El Scarso,” launched a campaign to elevate the least-followed player heading to the tournament. His efforts centered on New Zealand defender Tim Payne, who saw his Instagram following surge from a modest 5,000 to more than 4.6 million. This rapid growth has seen Payne surpass the official All Blacks account in popularity, making him the second most-followed New Zealand athlete behind UFC fighter Israel Adesanya.
Did You Know? Tim Payne’s rise in popularity has been so significant that his new fan base has even composed a song dedicated to him, and his follower count is currently approaching the total population of New Zealand, which stands at approximately 5.3 million.
A New Digital Rivalry
The campaign quickly expanded to Australia when football content creator RubikayTV challenged the notion that Payne was the least-known player in the tournament. Arguing that the title belonged to Socceroos wingback Kai Trewin, RubikayTV initiated a similar drive to boost the 25-year-old’s profile. The effort proved successful, as Trewin—who previously held only 3,000 followers—gained 100,000 new followers overnight.
Trewin, who was included in Tony Popovic’s final 26-man World Cup squad this past Monday, has seen a steady rise in his professional career. After beginning at Brisbane Roar and moving to Melbourne City in 2024, he transferred to New York City in the MLS this January. During his time in the United States, he has faced high-profile opponents including Lionel Messi, Rodrigo De Paul, and Thomas Müller.
Expert Insight: The emergence of influencer-led digital campaigns suggests a shift in how athletes build personal brands. While these players are now global digital celebrities, the true test of their newfound visibility may come down to their performance on the field. The divergence between viral fame and tournament success remains a variable that could influence future sponsorships and professional opportunities for these athletes.
What Lies Ahead
As the tournament approaches, the focus for both players will shift from social media growth back to the pitch. New Zealand is scheduled to play Iran on 16 June, while Australia faces Turkey on 14 June. For players like Payne, who recently expressed gratitude for the global support, the challenge will be balancing this sudden intense spotlight with the demands of international competition.
It remains to be seen how this digital momentum will impact the players’ long-term careers. If Trewin and Payne perform well during their opening matches, they may see their influence expand even further. Conversely, if the viral attention remains disconnected from on-field results, the trend may serve as a temporary experiment in the power of social media to manufacture celebrity.
Frequently Asked Questions
How many followers did Kai Trewin have before the social media campaign? Trewin had 3,000 followers on his Instagram account before he was discovered by content creator RubikayTV.
Which clubs has Kai Trewin played for during his career? Trewin started his career at Brisbane Roar, moved to Melbourne City in 2024, and joined the MLS side New York City in January of this year.
What did Tim Payne say regarding his sudden rise in popularity? In a post on 29 June, Payne thanked El Scarso and his new followers, noting that the experience had been “pretty crazy” and expressing his gratitude for the global support.
How do you think this sudden surge in social media attention might affect the performance of these athletes during their upcoming World Cup matches?