The Club World Cup’s Impact On Player and Team Profiles

In today’s sporting landscape, social media plays a mammoth role in football. It shapes the financial strategies of clubs, the personal brands of players, and the decision-making of investors who are looking for any advantage off the pitch. From Profit and Sustainability Regulations to transfer strategy and cultural capital, social media is now an essential part of the modern game. A club like Arsenal, for example, has used it to great effect in recent years.

Social media allows football clubs and players to connect directly with fans around the world. It helps both to grow their personal brand and reinforce the identity of their club. It provides a platform to share real-time updates, news, and behind-the-scenes content. At a time when fan engagement is more valuable than ever, building loyalty and a strong digital community is a top priority. Clubs can promote merchandise, tickets, and sponsorship deals, but just as importantly, social media gives them greater control over their public image.

With the Club World Cup now over, the team at AceOdds has taken a deep dive into the data to explore which players and clubs have gained the most attention online, and whether the tournament has helped raise their profiles.

Messi Leads The Pack On Instagram

Inter Miami forward Lionel Messi sits comfortably at the top when it comes to overall Instagram followers, with a staggering 506 million which sees him far ahead of any other player at the Club World Cup. Real Madrid’s Kylian Mbappé is next with 125 million, followed by Sergio Ramos (66.5 million), Vinicius Junior (53.7 million), and Luis Suárez (48.7 million).

Completing the top ten are Jude Bellingham (40.7 million), Antoine Griezmann (40.5 million), Luka Modrić (38.5 million), Erling Haaland (38 million), and Ángel Di María (27.1 million).

It’s no shock that Lionel Messi has also seen the largest spike in Instagram followers during the tournament. Starting with over 505 million followers, the Inter Miami star added another 1.25 million, a clear reminder of just how strong his global pull remains.

PSG winger Ousmane Dembélé isn’t far behind, growing his account by over a million, jumping from 16 million to 17 million. Meanwhile, Jamal Musiala’s popularity continues to rise despite a tournament-ending injury. The German youngster gained more than 900,000 new followers.

PSG’s Nuno Mendes also saw a strong rise, picking up 768,000 followers and pushing his total to 2.53 million. Midfield teammate Vitinha added around 700,000 new fans, while Kylian Mbappé, already one of the most followed players in the world, managed a further 748,000 in growth.

Leroy Sané’s move to Galatasaray has done wonders for his online numbers, with an increase of more than 729,000 which works out to be roughly a 9% boost. Jude Bellingham and Achraf Hakimi also saw solid gains, with both players adding over half a million followers each.

But it’s not just the headline names racking up numbers. Auckland City’s Dylan Connolly recorded a staggering 209% growth in followers which is the biggest percentage rise of any player.

Meanwhile, Mexico’s Bryan González saw a remarkable 161% boost. Boca Juniors defender Ayrton Costa was able to jump by 109.31% and Benfica’s Orkun Kökçü, saw a 96% rise. South Africa’s Iqraam Rayners isn’t far off either, gaining 84.14% more followers during the tournament. Brazil’s Allan and Uruguay’s Rodrigo Mora both also enjoyed healthy increases of 75% and 60% respectively.

Real Madrid Lead Club Instagram Growth During the Tournament

When it comes to overall team growth, Real Madrid continue to set the pace both on and off the pitch.

The Spanish giants saw their Instagram following rise from 176.1 million to over 177.2 million, an increase of more than 1 million followers during the tournament. It’s yet another reminder of Madrid’s unmatched global reach and cultural influence.

Of course, these are positive numbers, but with US bookmakers valuing them at +700 to win next year's Champions League, there's still plenty of work to be done - especially after their hammering at the hands of PSG. If you want to convert those American odds, you can do so by clicking here.

Paris Saint-Germain, despite falling to Chelsea in the final, still managed to add 577,000 followers to their ranks. Flamengo also made a strong impression, gaining more than 433,000 new followers during the competition.

Both Bayern Munich and Chelsea delivered solid digital performances as well, with each club adding just over 400,000 followers apiece. Inter Miami, powered by the star power of Lionel Messi, picked up 323,000 new followers. Manchester City added 234,000 new fans, followed closely by Fluminense with 227,000, and Al Hilal, who rounded out the top ten gaining 225,000.

The Global Heavyweights: Most Followed Clubs at the Tournament

In terms of sheer volume, Real Madrid lead the way by a considerable margin. The reigning European champions sit atop the tournament’s social media rankings with a staggering 177.2 million Instagram followers. It's a number that speaks to their long-standing legacy and unrivalled global appeal.

Paris Saint-Germain sit in second spot with 65.1 million, bolstered by a squad packed with stars and an international fanbase that continues to grow. In third place are Juventus, with just over 60 million followers, keeping pace with the French club.

Manchester City, despite their domestic and European dominance in recent years, sit fourth with 56.3 million, while Bayern Munich round out the top five.

The rest of the top ten includes: Chelsea (43.1 million), Flamengo (22.4 million), Borussia Dortmund (20.9 million), Atlético Madrid (17.9 million) and Inter Miami CF (17.6 million).

Read more about some of this summer's big transfer stories exclusively from Gianluca Di Marzio