More than the Score: Erling Haaland Wins Millions of New US Fans Despite World Cup Exit
This BBC Sport analysis explores how Norwegian footballer Erling Haaland, despite his team Norway exiting the World Cup at the quarter-final stage, has become a major social media sensation in the United States. His authentic personality, showcased through activities like shopping for a cowboy hat in Texas and bringing home a taxidermied raccoon, has resonated with American audiences, particularly Gen Z and Gen Alpha. Crystal Bell, digital culture editor at Mashable, explains that Haaland's use of Snapchat is key to his appeal. The article also examines his brand-building efforts in China and other markets, and includes insights from NRK reporter Tobias Hovland on how Haaland's US exploits are perceived back in Norway. The piece is part of the 'More than the Score' podcast series, which covers diverse sports stories and interviews with athletes and experts.
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