Haaland has helped Norway reach the latter stages after edging Brazil in the last 16. His football profile was already substantial: the 25-year-old scored 27 goals last season and has built an Instagram following of 57 million.
The World Cup has changed the nature of that attention. New supporters have been drawn to TikTok clips and reposted Snapchat stories rather than traditional match highlights. The appeal lies in the contrast between Haaland’s imposing presence on the pitch and his deliberately unpolished online persona.
A low-resolution Shrek image captioned “Selfie with my twin” captures the tone. So does the post from a seven-hour flight: “No food, no sleep, no water, only map. #Easy.” The humour feels improvised rather than carefully managed, giving fans a glimpse of a football superstar who appears comfortable looking slightly odd.
The England fixture also revives Haaland’s connection with Jude Bellingham. The pair played together at Borussia Dortmund before taking different paths to the international stage.
Clips of Haaland and Bellingham remain popular online, making the contest feel familiar to newer followers while adding a personal layer for regular football viewers. Bellingham now represents the opponent, but the Dortmund partnership gives the fixture an obvious emotional hook.
For Haaland, the challenge is to turn the attention generated away from the stadium back into influence inside it. Norway’s run has already expanded his audience; facing England offers the biggest stage yet for that crossover.
The next storyline is whether Haaland’s unconventional digital appeal can accompany another decisive performance when he meets Bellingham and England.