Summary of Key Points
The internet coverage of this FIFA World Cup in the US, Canada, and Mexico has completely transformed: it's no longer just a collection of goals and tactical analyses for die-hard fans. Instead, through memes, storytelling, and cross-industry collaboration, football has been turned into an entertainment event that everyone can enjoy. From Harland being compared to the lead character in a popular game, Cristiano Ronaldo being dubbed "mama," to the Cape Verdean goalkeeper becoming known as the "Thousand-Handed Guanyin," platforms have scrambled for broadcasting rights, brands have used memes for marketing, and teams have sold merchandise during live broadcasts. The traffic from the World Cup has spread across various fields, blurring the lines between sports and entertainment. However, the passion, empathy, and emotional impact that football itself brings remain the foundation of all this.
1. The "De-professionalization" of the World Cup: Goals and tactics are secondary; memes and stories are the key to attracting attention
This year's World Cup content has become much more casual—people don't watch videos that purely focus on football; those with jokes and stories are the ones that go viral.
For example, among the top 30 videos on TikTok, Harland appears in 7. It's not because he scored many goals, but because a video of him tying his hair received 1.19 million likes and boosted a Norwegian headband brand (the price increased from 39 to 59 yuan through online purchases). On REDnote, memes about Mane being a "card master" (600,000 likes) and Ronaldo being called "mama" (500,000 likes) were more popular than videos showing his goals.
Netizens have also rebranded the World Cup in language that ordinary people can understand: using K-pop to describe it as a competition among 48 top-tier boy groups, referring to the teams as a "选秀 palace," and explaining tactics with games like Honor of Kings. Even the surprising tie between Cape Verde and Spain was turned into a story about an underdog's comeback, complete with a drama-like plot about a Wenzhou businessman helping his family get visas, making it engaging even for those who don't know much about football.
2. Stars becoming "internet celebrities": Memes are more appealing than actual football skills
This World Cup has seen stars transform from mere athletes into internet celebrities with their own followings:
- Harry Harland: With roles like the "abstract master of sports" (comparing him to the game's lead character, being called "child-eating") and viral memes, he gained 3.5 million followers in 15 days. Even brand advertisements with him look like TikTok memes (Wanglaoji and Yili have collaborated with him).
- Cristiano Ronaldo: While tough on the field, he enjoys dressing up and crying in his personal life, which led to the meme of calling him "mama," becoming a huge hit on REDnote.
- Armand Mendy: As the only Chinese referee at the World Cup, he became the subject of a meme about a powerful "imperial concubine" with the caption "Behind him is a strong backing, but his team has no one." Even obscure players have gained attention through memes: the 40-year-old Cape Verdean goalkeeper Vortia was turned into an emoji of the "Thousand-Handed Guanyin," and there were playful jokes about how even Buddha's feet can't outrun him.
3. Platforms, brands, and teams competing for traffic: Using various tactics to attract attention
The World Cup has become a target for everyone looking to gain exposure:
- Platforms: REDnote secured the exclusive broadcasting rights and bet on Mbappé making Chinese-language videos two years in advance; TikTok, without broadcast rights, invited Harland and his wife to create content in Chinese to address the "child-eating" meme.
- Brands: Instead of spending heavily on logos, they use memes to connect with the public. For example, Wanglaoji and Yili collaborated with Harland for abstract ads; the Portuguese team rewarded Ronaldo's fans with coffee after their win; Manchester City's official account sold merchandise during live broadcasts, with the same blanket selling over 600 units.
It's a win-win situation for all parties: brands seek traffic, platforms want content, and teams need exposure.
4. The blending of sports and entertainment: The World Cup is becoming more of an entertainment event
The World Cup is no longer just a football tournament; it's evolving into a comprehensive cultural and entertainment experience:
- FIFA expanded the field to 48 teams and extended the schedule to include more countries and brands.
- The opening ceremony featured K-pop star Lisa singing the theme song, and the Bubble Mart IP BuBu made its debut as China's first IP.
- Even F1 has followed this trend: The Monaco Grand Prix used Kim Kardashian to gain popularity, with the team's official account sharing a video of her using a towel that received 960,000 likes.
Some joke that "F1 has been overshadowed by the Kardashian family," but the same is true for the World Cup—entertainment elements have become part of its appeal, attracting more non-fans.
5. The form may change, but the essence remains the same
Despite the increasing entertainment aspect, the core of the World Cup remains unchanged:
- The passion of new and experienced players: 39-year-old Ronaldo is still competing, while 18-year-old Spanish forward Yamal is unstoppable on the field.
- The excitement of upsets: 40-year-old Vortia proved that age is no barrier with his impressive saves.
- The global connection: Fans from different countries cheer together for goals, making the stadium a virtual "global village."
All the memes and creative interpretations are built on the emotional impact of football—this is what makes the World Cup truly unique.
This World Cup shows us that football can be both professional and casual. As long as it brings joy to more people, the form doesn't matter. After all, the purpose of the World Cup is to share a common experience with people from all over the world.