Erling Haaland has been one of the biggest stars of the FIFA World Cup — not only for his goal-scoring ability but also for the online personality that has turned him into a social media sensation.
The Norwegian striker, who stands 6 feet 5 inches tall, has scored seven goals in four World Cup matches heading into Norway's quarterfinal against England on Saturday. While his performances on the pitch have earned praise, his playful social media presence has attracted a new generation of fans, including many who had little interest in football before.
Known for his powerful style of play, Haaland has also gained attention online for his light-hearted posts, humorous selfies and interactions with fans. His flowing blond hair, colourful hair ties and quirky sense of humour have inspired countless memes across social media platforms.
Fans often describe him as both a fearsome striker and an unexpectedly soft-hearted personality. Many affectionately refer to him as a "babygirl" — an internet term used for male celebrities who appear kind, funny or emotionally expressive despite their tough public image.
The contrast between Haaland's commanding presence on the field and his relaxed personality off it has helped make him one of football's most talked-about figures.
Sarah Wilson, a baseball content creator from New York who only recently began following football, said Haaland quickly became her favourite player.
In a viral video, the 31-year-old joked that she "cannot fathom being such a pretty Norwegian princess and also being one of the best strikers in all of football."
Wilson believes Haaland's popularity comes from combining world-class talent with a personality that feels relatable to younger audiences.
"He is incredibly talented, but then you see him using Snapchat filters and joking online like many people his age," she told The Associated Press. "You end up thinking, 'He's hilarious. Now he's my favourite player.'"
Haaland has embraced his growing online fame by sharing humorous Instagram selfies, posting YouTube videos and interacting with fans through Snapchat.
After scoring twice to eliminate Brazil from the World Cup, he posted a smiling locker-room selfie with the caption, "Well well well." He has also jokingly responded to memes comparing his hairstyle to a green onion and encouraged fans to search his name on Google after a special Viking-themed animation appeared in search results.
Speaking at Norway's team news conference on Thursday, Haaland said he has enjoyed the warm support from fans in the United States.
"I like the Americans. I think they are funny," he said. "The World Cup here has been amazing."
Experts say Haaland's popularity reflects how modern athletes are increasingly becoming global entertainment figures through social media.
Jeffrey Kassing, a professor at Arizona State University who studies athletes' use of social media, said players now have much greater control over how they present themselves to the public than in previous generations.
In the past, fans mainly saw athletes through interviews or press conferences. Today, players can communicate directly with millions of followers, allowing supporters to feel a closer personal connection.
That one-sided emotional connection, known as a parasocial relationship, is common among sports fans, according to Gayle Stever, a professor at Empire State University who has studied celebrity-fan relationships for decades.
She said most of these relationships are healthy, although a small number of fans can become overly attached.
Australian sports management student Skyla Clarke said social media has also exposed footballers to harsh criticism and online abuse after poor performances. Haaland has previously described AI-generated images and videos of players as "a bit scary."
Still, he said the attention surrounding Norway and its traditions is a positive sign.
"Usually if it's like that, it means that you're doing something right," Haaland said.
Haaland is not the only footballer to inspire devoted online communities. Croatian midfielder Luka Modrić has also attracted widespread affection from fans, particularly after Croatia's exit from what was expected to be his final international tournament.
Ahead of Norway's quarterfinal against England, many fans have also focused on Haaland's close friendship with England midfielder Jude Bellingham, his former club teammate. Social media users have created videos and edits celebrating their friendship, further adding to Haaland's growing online popularity.
Among Haaland's newest supporters is Nulara Ratwatté, a 19-year-old art student at the University of Melbourne, whose videos about the striker have gone viral.
Although she admits she knew little about football before the World Cup, she now follows Norway closely.
Describing Haaland as "a big, friendly giant," Ratwatté said: "Truly, from the bottom of my heart, I love him."