Image: BBCCan World Cup's viral stars turn social media fame into fortunes?
• Several non-superstar players from the World Cup have experienced a massive surge in social media followers, gaining millions of new fans. • These athletes are now attempting to leverage their viral "cultural currency" to secure lucrative endorsement deals and financial stability. • This trend highlights a shift in sports marketing where viral fame can potentially rival the earning power of established icons like Ronaldo or Messi.
bbc.com

