FORT LAUDERDALE — If your social media algorithms have detected that you are interested in the World Cup, there’s been an inescapable song that has likely appeared often in your feed. It has a catchy techno beat, and it is devoted to one of soccer’s biggest stars. Each verse ends with “Ha, ha, ha, Haaland!”
Norwegian superstar Erling Haaland was well-known as one of the top strikers in the world before the World Cup. But his scoring prowess and social media posts, as well as Norway’s run to Saturday’s World Cup quarterfinal against England at Miami Stadium, have made him many new fans in America.
The affection is mutual.
“I like the Americans,” Haaland said before training at Inter Miami CF Stadium in Fort Lauderdale on Thursday. “I think they are kind of hilarious, as well. They are funny, so I like the way they are. So I think it’s just good. … Every single thing with the World Cup so far here, has been amazing: from games to the stadiums. Everything has been amazing — the training ground where we train, that’s been amazing. So I’m super happy, and it’s impressive.”
Haaland stands out, literally and figuratively. The Manchester City superstar is 6-fot-5, and he is strong and fast enough to make defenders look foolish. Haaland can win the ball in the air or beat opposing players with his dribbling, and when he shoots, he can put a lot of power behind the ball.
As a result, the Norwegian star is tied with French star Kylian Mbappe for second place in the Golden Boot race with seven goals in the World Cup. Both of them trail Inter Miami star Lionel Messi, who has eight goals.
Haaland’s last two goals came in Norway’s Round-of-16 upset against Brazil. He gave Norway the lead in the 79th minute, breaking a scoreless tie, and effectively sealed the win with a 90th-minute goal. The victory sent Norway to the quarterfinals for the first time in World Cup history.
“I didn’t expect this at all,” Haaland said. “I’ve said it plenty of times, even before the Brazil game, I didn’t expect (this). I didn’t expect it, to be honest. To be (in the) quarterfinals with Norway in the World Cup is quite surprising, even for me.”
But Haaland’s World Cup goals are not the only reason why he has been getting more attention in the United States. He posts frequently on social media, and his sense of humor has made many of his posts go viral. Haaland has posted pictures with funny Snapchat filters, comparing himself to Shrek the ogre, and posed for photos wearing a T-shirt that read, “Y’all can kiss my Dallas.” He has added more than 17 million Instagram followers in the past month, according to Sportico.
Haaland has also been starring in a YouTube docuseries (sponsored by the upcoming Christopher Nolan film “The Odyssey”) that has featured him buying a cowboy hat in Texas and attending a Carolina Hurricanes hockey game. The videos have racked up millions of views.
Companies have taken notice of Haaland’s popularity. Google changed its user interface on Thursday; if you Google “Erling Haaland,” cartoon Vikings row across the bottom of your screen. Nike released a new ad, called “The Five Stages of Haaland” on Wednesday. He was invited to appear on “The Tonight Show With Jimmy Fallon,” according to The Athletic.
His World Cup journey continues in South Florida this weekend. It may end there, but even if it does, it’s been an enjoyable ride for Haaland and his millions of new fans.
“It’s important to joke around, I think,” Haaland said. “I think every one of you kind of know me now, (knowing) that I like to joke a little bit and I like to have fun. So I think that’s the key to my daily life: to joke around and, of course, train good. Of course, focus well. … But you also need to joke around and you need to enjoy the moment. And that’s what we’re doing now. And just as we play in the World Cup, we just have to enjoy it because nothing lasts forever.”
.@ErlingHaaland is a goalkeeper’s nightmare.
Then. Now. Forever. pic.twitter.com/zzMmfqNm07
— Nike Football (@nikefootball) July 8, 2026
Norway’s Erling Haaland, center, attends a training session in Fort Lauderdale on Thursday ahead of the team’s quarterfinal World Cup match against England on Saturday. (AP Photo/Marta Lavandier)