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Erling Haaland’s Norway fell at the quarter-final stage of the World Cup, yet on social media he may be the tournament’s biggest winner. His stateside escapades—from hunting for a cowboy hat in Texas to returning with a taxidermied raccoon—have turbocharged his following and carried him into mainstream US pop culture. So what is it about Haaland that America has embraced, and how far can his star rise?
Crystal Bell, Mashable’s digital culture editor, tells More than the Score host John Bennett that Haaland’s unfiltered authenticity is a huge draw for Gen Z and Gen Alpha, and that his savvy use of Snapchat is central to his appeal. She also explores how he’s building his brand in China and other markets.
NRK journalist Tobias Hovland joins to share what he’s witnessed while reporting in the US and how Haaland’s antics are being received back in Norway.
More than the Score goes beyond results to uncover stories from across the sporting world—from Formula 1 and netball to MMA, figure skating, Grand Slam tennis, and Diamond League athletics. Hear from extraordinary athletes and the experts behind the scenes, from football super-agents to performance coaches, alongside insights from the BBC’s top journalists.
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