Erling Haaland is transforming the image of elite soccer players by blending world-class athleticism with a “Gen Z” digital persona. According to reporting by the Associated Press, the Norwegian striker uses self-deprecating humor, Snapchat filters, and interactive social media posts to attract a non-traditional fanbase, including those who label him a “babygirl” or “princess” due to the contrast between his physical dominance and his softer online presence.
The Rise of the ‘Babygirl’ Athlete Persona
Erling Haaland stands 6 feet, 5 inches tall and has established himself as the Premier League’s top scorer. Yet, his appeal extends beyond the pitch. Fans now use the term “babygirl”—typically reserved for sensitive, caring or vulnerable male celebrities—to describe the striker’s goofy side.
Sarah Wilson, a New York-based content creator, told the Associated Press that Haaland’s appeal stems from a “pairing of elite skills with quirky personality.” Wilson noted that he is probably the “most Gen Z athlete in the World Cup,” citing his frequent use of Snapchat and humorous filters.
How Digital Directness Breaks Traditional Sports Gatekeeping
Athletes are shifting from curated press conferences to direct-to-consumer storytelling. Jeffrey Kassing, a professor at Arizona State University, stated that there used to be significant “gatekeeping” where fans only heard from players during official interviews or in a press conference. Now, players like Haaland control their own narratives.
Haaland leans into this virality through specific digital tactics:
- Self-Deprecation: When an Instagram video compared his hair to a green onion, Haaland responded with a side-eyeing dog GIF.
- Interactive Content: He promotes Google’s Viking row animation for his name on X (formerly Twitter) with a winking emoji.
- Direct Engagement: He utilizes long-form YouTube vlogs and public Snapchat stories to poke fun at himself.
This strategy has expanded the sport’s reach. Nulara Ratwatté, an art student at the University of Melbourne, admitted she lacks football knowledge but began following the sport specifically because of Haaland, whom she describes as a “big, friendly giant.”
The Psychology of Parasocial Relationships in Sports
The intimacy fans feel toward Haaland is what Gayle Stever, a professor at Empire State University, defines as a “parasocial relationship.” This is a one-way connection where millions of followers feel they know a celebrity personally, despite the celebrity not knowing them.
While Stever notes most of these relationships are “positive, healthy and normal,” there are risks. Skyla Clarke, a sports management student in Brisbane, told the AP that this closeness can lead to “uglier” behavior, such as unprovoked attacks on athletes’ wives and partners or intense hate after a poor game. Haaland himself has described AI-generated content of players as “a bit scary.”
Comparing the ‘Gen Z’ vs. ‘Traditional’ Athlete Brand
The contrast in how fans perceive different players reveals a shift in sports culture. While Haaland actively shapes his “princess” and “machine” duality, other players are “shaped” by their fans.
| Athlete | Digital Approach | Fan Perception |
|---|---|---|
| Erling Haaland | Active, goofy, filter-heavy | “Babygirl,” “Princess,” “Machine” |
| Luka Modrić | Tame, traditional | “Maternal” affection, deep appreciation |
According to Clarke, fans of Modrić use childhood photos to create a deeper emotional connection, proving that even athletes with a low social media presence are subject to the “shaping” of fan perception.
FAQs About Erling Haaland’s Social Media Influence
Why do fans call Erling Haaland a ‘babygirl’?
It is a term used by internet culture to describe male celebrities who appear sensitive, caring, or vulnerable, contrasting with Haaland’s intimidating physical presence on the field.
How does Haaland interact with his fans?
He uses Instagram, YouTube, and Snapchat to post selfies, vlogs, and memes, often responding to fan jokes with GIFs and emojis.
What is a parasocial relationship in the context of soccer?
According to Professor Gayle Stever, it is a one-way psychological bond where fans feel a personal friendship with a player who does not actually know them.
Does Haaland like the attention from U.S. fans?
Yes. In a team news conference, Haaland stated that he finds Americans “kind of hilarious” and “funny,” noting that the World Cup experience in the U.S. has been amazing.
What do you think about the “babygirl” trend in sports? Does it make athletes more relatable or too exposed? Let us know in the comments below or subscribe to our newsletter for more deep dives into sports culture.