A little-known New Zealand defender at the upcoming men’s FIFA World Cup has become one of the most talked-about names in global football this week, after a viral social media campaign catapulted his Instagram following from just 4,000 to more than 4 million followers in only seven days. The unexpected surge in fame comes thanks to Argentine influencer Valen “El Scarso” Scarsini, who set out last week to lift the profile of what he called the “least recognizable player” at the 2026 World Cup, zeroing in on Wellington Phoenix right-back Tim Payne, 32. By Tuesday, the grassroots social media movement had pushed Payne’s follower count past the 4 million mark, outstripping the follower base of the All Blacks — New Zealand’s world-famous national rugby union team, a cultural institution in the rugby-mad nation. If the growth continues at its current pace, Payne will soon match the total population of New Zealand, which stands at roughly 5.3 million. The viral campaign has been the top source of banter and conversation at New Zealand’s World Cup training camp in Florida, where the side is wrapping up warm-up preparations ahead of the tournament kicking off across Mexico, the United States, and Canada next week. Ranked as the lowest-placed side heading into the World Cup, New Zealand has never seen a player draw this level of global social media attention, a fact that has taken the entire squad by surprise. New Zealand head coach Darren Bazeley told local outlet Stuff.co.nz that the sudden explosion of fame has not shaken the steady 32-year-old defender, adding that Payne is handling the unprecedented attention better than most players would. “At the moment I do feel like he’s dealing with it really well, probably better than maybe some others would have,” Bazeley said. “Putting Tim up on a pedestal like that was really cool and probably not something that he, or anyone, expected.” The coach added that the squad has leaned into the lighthearted hype, with teammates constantly teasing Payne about his new celebrity status. “The players talk about it. I can hear the banter they’re having with Tim, and I think it’s amazing,” he said. Payne himself has described the outpouring of online attention as “pretty crazy,” and he is now set to meet the man who started the viral movement. Scarsini announced he would travel to Fort Lauderdale to watch New Zealand’s warm-up match against Haiti on Tuesday, with a meeting with Payne planned after the final whistle. “Guys tomorrow is the day,” Scarsini posted ahead of the match. “Let’s go watch Tim’s game v Haiti and then we’re going to meet him! Thanks to all who made it possible.” The lighthearted viral trend has spawned countless humorous memes and online comments, with many football fans drawing playful comparisons between Payne and Argentina’s two greatest football icons. One top comment on Payne’s latest Instagram post, which has racked up more than 2.1 million likes and 66,000 comments (most written in Spanish), read simply: “Messi, Maradona, Tim.”