Erling Haaland just crossed 66 million Instagram followers. That number alone is ridiculous for a soccer player. But here’s what makes it sting a little for one of the biggest brands in sports: it’s also more than Manchester United has as a club.
The Norwegian striker’s social media presence has been on a rocket ship for years, but the 2026 World Cup — co-hosted by the U.S., Canada and Mexico — pushed him past that threshold. Haaland didn’t just add a few thousand followers during the tournament. He added millions. The guy is practically a walking content machine, posting everything from training clips to highlight reels to the occasional goofy off-field moment.
The World Cup Bump Was Real
It wasn’t just Haaland who got a boost. The tournament turned a bunch of lesser-known players into overnight internet stars. New Zealand’s Tim Payne had one of the lowest follower counts going into the World Cup. Now? His numbers are through the roof. Cape Verde goalkeeper Vozinha saw his social media presence explode past 17 million followers after his heroics between the posts. That actually makes him the most followed goalkeeper in history, which is insane when you think about guys like Manuel Neuer or Alisson Becker having spent years at the top.
But Haaland is a different beast. He’s already one of the most recognizable athletes on the planet, and that World Cup stage just amplified everything. Norway didn’t win the thing, but Haaland’s goals and his general aura of inevitability kept fans glued to his account. Every goal he scored turned into a new viral post. Every celebration got shared, clipped, memed.
Man United Is Still Massive. But Haaland Is Bigger Online.
Manchester United has roughly 64 million followers on Instagram as of now. So Haaland is sitting a couple million ahead. It’s worth noting that United has other social platforms where they dwarf pretty much everyone — their Twitter and TikTok numbers are huge. But on Instagram, the platform where engagement and personal branding matter most, Haaland has the edge.
That’s a weird dynamic. A single player outpaces one of the most famous sports institutions in the world. But it also says something about the way athletes are building their own brands now. They don’t need a club’s platform to reach people. They are the platform. And Haaland, with his deadpan interviews, his weird sense of humor, and his goal-scoring addiction, has mastered that.
He’s 25 years old, he’s probably going to break every goal record in sight, and he’s got the kind of social media numbers that would make most celebrities jealous. Whether Manchester United ever catches back up in the follower count is their problem. Right now, Haaland is just winning.
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