How the ‘least famous player at the World Cup’ became an overnight sensation ahead of England showdown
Cristiano Ronaldo, Lionel Messi, step aside – there’s a new social media superstar taking over football.
Okay, maybe that’s a step too far, but Tim Payne has become one of the biggest names at the 2026 World Cup without even kicking a ball.
The New Zealand defender has risen to fame on Instagram with help from Argentine content creator Valen Scarsini.
Scarsini posted a video at the end of May, and asked: “And what if we make the least known footballer the star of the World Cup?”
His aim was to find the player featuring at this summer’s World Cup with the smallest following on Instagram.
Soon enough, he came across Payne, a right-back who has 51 caps for New Zealand and plays for A-League side Wellington Phoenix.
The 32-year-old had 4,715 followers when Scarsini found his profile, a low number for someone who’s about to play on the world stage.
However, Payne’s social media presence has experienced huge growth since then, and he now has an incredible five million followers.
That’s a staggering 99,900 per cent increase that has come in just a matter of days, making him a viral sensation.
5k to 5m real quick
Amid the online craze, Payne was able to meet Scarsini in person and offer his appreciation for the massive boost.
“Very crazy,” he said when describing his recent online fame. “Thank you, for everything.”
Scarsini then asked him about what it was like to receive so many new follower notifications, and Payne said: “I didn’t know what to feel, it’s so foreign to me.
“I’m still processing, but it’s amazing, and I appreciate you doing it for me.”
“I don’t imagine anything like this, in terms of I don’t understand the scope of anything,” Payne added. “Even the first, original thing, it was crazy…
“I got tagged in it, obviously, and then the next morning it was… I can’t remember how much… then it just didn’t stop!”
New Zealand are the lowest-ranked side at the World Cup as per the FIFA world rankings dated April 1.
They are 85th in the world, two spots behind Haiti and three adrift of debutants Curacao.
Payne spoke on the impact of his huge follower increase and how it has brought his country some welcome pre-tournament attention.
“It’s obviously good for myself, and New Zealand football too. It puts light on us, which is a positive thing.
“But at the same time, for me, I don’t change. I’m still the person I am, I just keep trying to do what I do, which is play football and focus on trying to perform for my country.”
Payne later thanked Scarsini again and gifted him a New Zealand away shirt with his name and no. 2 on the back.
He also signed the jersey, with the pair having a newfound bromance thanks to Instagram.
However, Payne has plenty of catching up to do if he is to become the most-followed footballer on the social media site.
Ronaldo tops the list with a huge 665m followers, with Messi second on 506m and Neymar in third with 234m.
Payne prepares for World Cup debut
New Zealand are making their third World Cup appearance and will play in Group G.
Belgium, Egypt and Iran are their opponents, with the latter meeting them in their opening match on June 16.
Their preparations conclude on Saturday night with a friendly against England, live on talkSPORT.
Payne could be involved when they face the Three Lions in Tampa, Florida before getting set to make his World Cup debut.
The defender made his first international appearance in May 2012, so was not part of their most recent World Cup campaign in 2010.
Payne has already played at a major tournament for New Zealand as he featured at the OFC Men’s Nations Cup, which is Oceania’s version of the Euros.
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