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. Any player who shines on this stage against the best nations draws not only attention from club scouts and top managers but also from major brands eager to associate with these stars.

Several players have impressed during the ongoing tournament, but five have seen their brand value surge due to their outstanding performances or immense popularity.

Erling Haaland

Erling Haaland’s first World Cup exceeded expectations. Scoring seven goals, he helped Norway reach the quarter-finals, defeating Ivory Coast and former champions Brazil along the way. His time in North America caused a social media buzz, especially among American fans, who embraced his calm yet humorous personality alongside his stellar performances.

Before the tournament began, Haaland had already secured partnerships with Chinese brands, thanks to his growing popularity there. Now, after becoming a sensation in North America, brands are lining up to work with the Manchester City striker. According to Sports Business Journal, Haaland has achieved five years’ worth of brand growth within a single month. During the knockout stages alone, he gained 12.5 million Instagram followers, reaching a total of 69 million.

Michael Olise

Michael Olise made his World Cup debut after a remarkable season with Bayern Munich. His stylish play and relaxed attitude earned him plenty of praise during the tournament. Playing as a playmaker, Olise set a new World Cup record by providing seven assists, helping France reach the semifinals.

Though part of a star-studded French squad, Olise’s performances stood out almost as much as Kylian Mbappé’s goal-scoring feats. His brand value climbed significantly, with an increase of 4.2 to 5.8 million Instagram followers throughout the competition. Despite having no endorsement deals currently, Olise’s rising profile makes him attractive to top clubs like Real Madrid and Manchester City.

If Olise chooses to sign shoe deals, major global brands such as Nike, PUMA, and Adidas would likely compete for his signature, given his current status as one of football’s brightest talents.

Lamine Yamal

Spanish winger Lamine Yamal entered the World Cup as one of the tournament’s most promising young talents. Though his individual performances didn’t dominate headlines, Spain’s World Cup victory lifted his brand value dramatically. He added over 11 million followers on Instagram during the event.

Yamal had already signed a major deal with American Eagle before the tournament and is connected with global brands like Adidas, Coca-Cola, and VISA. Winning the World Cup at 19 transformed his image from a future prospect to a present-day global icon. With a market valuation above 200 million, the Barcelona player will likely see a flood of brand offers soon.

Kylian Mbappé

Kylian Mbappé continues to be a standout performer in World Cups, maintaining his place among the best since 2018. The Real Madrid and France star won the Golden Boot again in 2026, scoring ten goals in seven games and leading France to the semifinals, where they fell to eventual champions Spain.

Mbappé ranks as the third highest-paid athlete after Ronaldo and Messi, boasting a vast portfolio that includes Nike, Hublot, Dior, Oakley, and EA Sports. His market value remains around 200 million, but his recent performances have pushed his profile even higher. He gained about four million Instagram followers during the tournament, raising his total to approximately 135 million.

Although France missed out on the trophy, Mbappé's World Cup run should attract more lucrative endorsement deals, boosting his earnings.

Jude Bellingham

England’s Jude Bellingham was arguably their best player at the World Cup, playing a key role in securing third place. The Real Madrid midfielder scored seven goals and provided an assist, propelling England into the semifinals.

Bellingham’s Instagram followers increased by 4 to 12 million during the World Cup. Already a major figure in sport, he collaborates with brands like Adidas, Louis Vuitton, ONSIDE, and Lucozade, earning substantial income from endorsements. His World Cup performance should push him to new heights as a brand favorite.

Playing for Real Madrid adds to his appeal, attracting brands due to the club’s global stature. Bellingham’s talent and achievements make him one of the most exciting young stars, and this tournament may have propelled him into the very top tier of footballers.