The internet’s favorite World Cup obsession: How Erling Haaland became a viral sensation

Erling Haaland is dominating the 2026 FIFA World Cup not just as what people online are calling a “terrifying,” Viking-like scorer but as an unexpected internet icon. According to Sports Illustrated, the Manchester City striker, playing for Norway, scored an 86th-minute winner against the Ivory Coast to secure a Round of 16 clash with Brazil, marking his fifth goal in the tournament and making him the fastest player to reach 60 for Norway. 

While his on-pitch dominance remains unchanged, his off-pitch persona has sparked a global frenzy. Fans are captivated by his rare collection of seven Hermès Birkin bags, including a limited-edition CABAN TOGO model that sold for $60,480 in 2024 via Christie's, Robb Report confirmed. The report added that Haaland’s Birkin collection includes a rare HAC Birkin 50 Endless Road, a pre-owned version now on sale for $45,500.

Birkin bags have appreciated 92% on the resale market over the last decade, per a Yahoo report, making Haaland’s collection a wise investment. Yet his internet fame stems from more than luxury; it’s his authenticity. 

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Unpolished charm fuels viral fame

Haaland’s rise is fueled by his refreshingly unpolished personality, which contrasts sharply with the curated image of modern sports stars. He has posted cowboy-themed photos on X with the caption “Howdy!” after Norway’s victory, then shared a Viking helmet image celebrating his heritage, images that have been spotted all over social media feeds. 

His unscripted Snapchat stories and jokes with teammates, including Channing Tatum, have turned him into a meme sensation, with clips of his sprinting charging across the pitch inspiring countless online comparisons, BuzzFeed noted. According to Sports Illustrated, fans love Haaland because he feels “awkward, strangely sweet and refreshingly unpolished,” making him a “walking contradiction” who is both intimidating and goofy.

He doesn’t always give fans a “perfect superstar interaction,” instead offering “weird enough, funny enough or unexpectedly charming” moments that become viral clips, Sports Illustrated wrote.

Channing Tatum, Logan Paul further boost Haaland’s image

Haaland’s viral moment was further boosted as he collaborated with several big-name celebrities. Channing Tatum recently played the Norwegian soccer star in a Nike campaign that caught fire on the internet after being posted on Instagram. Tatum—known for his soccer player role with Amanda Bynes in “She’s the Man”—donned a blond wig pulled back into a bun and a red Norway jersey. According to another Sports Illustrated report, Tatum committed so much to playing Haaland that he showed up to Norway’s game against France dressed up in the same costume.

Fellow internet personality Logan Paul also teamed up with Haaland on an Instagram post, promoting the player’s sports card, which Paul noted he was keeping in his collection during a sports card auction for Goldin.

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Haaland’s World Cup journey is a blend of elite performance and relatable charm. His 21 goals in 14 qualifying matches helped Norway return to the World Cup for the first time since 1998, Sports Illustrated confirmed, making him central to one of the tournament’s most entertaining storylines. The memes hit harder because the player is also one of the most dangerous scorers alive, a nightmare for opponents and a delight for everyone else.

Haaland’s blunt, awkward, and hilarious nature makes him a “golden retriever energy,” as Sports Illustrated noted, despite his Viking aura, a sweet spot fans adore. That’s how a world-class striker becomes a World Cup obsession, pulling in fans who might not care about formations but want to see what he does next.