Overview
- With the 2026 FIFA World Cup underway, coverage has shifted from the pitch to partners’ public profiles as outlets and fans track their fashion, red‑carpet moments and online reach.
- A study from football retailer Classic Football Shirts aggregated Instagram, TikTok and Google data to rank which partners are generating the most attention, but its retail origin and methodology are noted as limits on the findings.
- High‑profile examples include Georgina Rodríguez, Ester Expósito and Antonela Roccuzzo, whose millions of followers and luxury brand deals make them lucrative ambassadors and visible faces at tournament events.
- The study and media reports also document sharp search spikes for lesser‑known partners — for example Naima Corbin’s reported 3,100% search growth — showing how privacy or scarce public posts can themselves trigger sudden attention.
- The coverage places today’s interest in a longer shift from early‑2000s tabloid ‘WAG’ coverage to a social‑media driven influencer economy, a change that is reshaping sponsorship, fashion coverage and how partners manage publicity.