Erling Haaland is a giant on the soccer pitch and off, but the internet and parasocial relationships are also turning him into their ‘babygirl’

Erling Haaland has officially become the biggest social media phenomenon in the sports world, adding to his already formidable reputation as a dominant striker. Standing at 6’5”, his height and aggressive play style make most other players look tiny in comparison. However, as the Associated Press notes, his off-field personality has captured the internet in a way few athletes ever manage. 

His unique combination of elite physical skills and a goofy, accessible online presence has turned soccer novices into diehard fans this FIFA. CNN observed that you really can’t go anywhere on the internet without seeing a reel or meme featuring Haaland’s face. Whether he’s buying cowboy hats in Texas, pranking people, or just documenting his daily life, his relatability is off the charts. Even people who don’t care for football talk about the “giant blonde man.” 

Per AP News, the term “babygirl” has become part of his online branding. This label is generally used to describe male celebrities who come across as sensitive, caring, or vulnerable. Sarah Wilson, a baseball content creator based in New York, perfectly captured this sentiment. “I love Erling Haaland more than life itself,” Wilson said in a viral video. “I cannot fathom being such a pretty Norwegian princess and also being one of the best strikers in all of football.”

Haaland embracing the furor helps

This isn’t just about memes. Haaland is reportedly leaning into the attention. He has been posting cheeky selfies on Instagram, uploading vlogs on YouTube, and interacting with fans on his public Snapchat stories. 

When an Instagram video with nearly 100 million views compared his hair to the roots of a green onion, Haaland didn’t get offended. Instead, he jumped into the comments with a side-eyeing dog GIF. When Google added a custom Viking row animation for his search results, he jumped on X to tell his followers, “One thing to do today… search my name on Google,” accompanied by a winking emoji.

AP News noted that the way he manages his image is a total departure from the old-school gatekeeping of professional sports. Jeffrey Kassing, an Arizona State University professor who studies athlete social media use, noted: “There used to be a whole lot of gatekeeping that would happen with athletes; you would only ever hear from athletes maybe in an interview or in a press conference.”

Now, Kassing pointed out that Haaland is evidence of how players now have significantly more control in shaping their own public image. The Norwegian striker even told reporters during a news conference that he loved being embraced by American fans. “I think it’s a good thing because I like the Americans. I think they are kind of hilarious as well. They are funny. I like the way they are.”

Of course, this level of access leads to what researchers call parasocial relationships. Gayle Stever, a professor at Empire State University, explained to AP News that while fans feel like they know Haaland on a personal level, he obviously doesn’t know the millions of people following him. 

While most of these dynamics are healthy, some fans take it a step further by trying to “shape the perception” of their favorite stars. This reportedly includes things like overlaying hearts and bows on photos, or even “shipping” players together, such as the fan-created “heated Haalandry” trend involving his friendship with Jude Bellingham.

Despite the digital obsession, Haaland remains a true professional. He is incredibly dedicated to his craft, and there is a real steeliness to his game that matches his off-field humor. CNN noted that in the tournament thus far, he has scored five goals. Haaland was also key to bringing his team into the quarter-finals against England, even if they lost that match.

Even if he loves his raw milk and kebab pizzas, he is willing to run through a brick wall to win matches.

Whether it is the fans rowing in the stands or the internet creating endless edits of his reactions, it is clear that Haaland has redefined what it means to be a modern sports superstar and managed to turn the world’s biggest tournament into his own personal stage. His presence is so impactful that it even helped a TikToker go viral when his last-minute ticket purchase landed him seats in front of Haaland’s family.

However, for all the joy this tournament has brought its viewers, it also saw a tragedy recently when Jayden Adams, the South African midfielder, passed away suddenly.