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 well into the knockout stages, 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

It comes as no surprise that no player has enjoyed a bigger increase in Instagram followers during the tournament than Inter Miami’s Lionel Messi. Widely regarded as the greatest player of all time, Messi started the competition with a staggering 505,141,887 followers. That figure has since risen to 505,914,469, which is an increase of around 772,500.

Following closely behind is German winger Leroy Sané, who recently completed a move from Bayern Munich to Galatasaray. His Instagram following grew by more than 724,000, bringing his total to 8,861,453. That represents an increase of 8.9 per cent.

Other players have also seen impressive growth. Paris Saint-Germain’s Nuno Mendes rose from 1.76 million followers to 2.36 million. River Plate’s Franco Mastantuono increased his following from 1.31 million to 1.89 million. PSG’s Vitinha climbed from 2.4 million to 2.88 million, while winger Ousmane Dembélé went from 16.05 million to 16.53 million.

But it's not just the global superstars who are gaining attention. Several of the tournament’s lesser-known players have also seen a sharp rise in their social media following. Auckland City’s Dylan Connolly leads the way with a remarkable 188.87 per cent increase.

Boca Juniors centre-back Ayrton Costa is not far behind. His following rose by 98.15 per cent, which is a notable gain for a defender who has largely flown under the radar. Other standout increases include South Africa’s Iqraam Rayners, who rose by 79.01 per cent, Brazil’s Allan, who went up by 67.77 per cent, and Uruguay’s Rodrigo Mora, who grew by 55.92 per cent. Franco Mastantuono also remains one to watch, with a growth of 43.52 per cent.

Real Madrid Reigns Supreme

When it comes to overall team growth, Real Madrid once again stands out. The club’s following rose from 176,160,270 to 176,894,882. That is an increase of 734,612, which reinforces its 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.

Flamengo also performed strongly, gaining 399,602 new followers. Auckland City’s growth was also notable, with an increase of 302,428. Bayern Munich and Inter Miami CF each gained 276,733 followers.

The remainder of the top ten includes Manchester City, who added 189,081 followers, Paris Saint-Germain, who gained 177,020, Al Ahly, with 138,938, Palmeiras, who rose by 125,669, and Botafogo, who gained 124,634 followers.

The role that social media plays in today’s world means that the spotlight is now firmly on opportunities for monetisation and brand awareness. Social media has become a powerful source of cultural currency, offering a direct connection to audiences who want to know more about their favourite teams, players, and ideals. It is a space that continues to grow in influence and one we are unlikely to move away from any time soon.

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