WELLINGTON — New Zealand defender Tim Payne gained more than one million Instagram followers after Argentine soccer influencer Valen Scarsini launched a viral campaign to make him a global fan favorite ahead of the 2026 World Cup. Payne’s following surged from approximately 4,700 earlier in the week to over one million by Friday.

Scarsini, also known as El Scarso and known to over 500,000 followers, identified Payne as the least-known player among all national teams competing in the World Cup across Canada, the United States, and Mexico, citing his minimal social media presence. "There are only a few days left before the World Cup starts and we are all waiting to cheer for our national team, but what if there was a player who united us all, a footballer we all support regardless of their nationality?" Scarsini posted. "I searched through all the national teams playing in the World Cup for the least known one and after analyzing them one by one I found him. In group G, in New Zealand, there is Tim Payne. He really is the least known. He doesn’t even have 5,000 followers."

Scarsini urged his audience to create content around Payne, saying, "We have to start making videos feeding the legend of Tim Payne. If you have the World Cup (sticker) album, upload a photo with his sticker. The goal is to see how many people know Tim Payne before the World Cup starts." The campaign inspired a Spanish-language song in Payne’s honor, featuring lyrics such as "I’ve got his back. I cheer him on. I’ve been rooting for him from the beginning. Tim Payne, from cradle to grave. You’re a crack. I cheer you on, every step." The song also includes the phrase "no Payne, no gain."

Payne, 32, recently made his 50th appearance for New Zealand after debuting at age 18. His Instagram following now exceeds that of New Zealand captain Chris Wood—forward for Nottingham Forest and the team’s best-known player—by sixfold. "Was wondering why my socials were blowing up and found your post, man. Appreciate the love! Gracias, hermano," Payne wrote in response to Scarsini.

New Zealand, known as the All Whites, is competing in its third World Cup after previous appearances in 1982 and 2010. The team has never won a match in World Cup history and is drawn in Group G alongside Belgium, Iran, and Egypt.