Haaland Generates $8.8M in Media Impact Value for Hermès; Mbappé and Bellingham Bring Over $1M Each for Dior and Louis Vuitton
The 2026 World Cup has ended, but discussions about the stars continue. French fashion and luxury marketing data agency Launchmetrics recently released the top three players in terms of Media Impact Value® for luxury brands during the World Cup in the US, Canada, and Mexico:
- Erling Haaland generated $8.8 million in Media Impact Value for Hermès
- Kylian Mbappé generated $1.3 million in Media Impact Value for Dior
- Jude Bellingham generated $1.1 million in Media Impact Value for Louis Vuitton
*Media Impact Value® (MIV®) is a proprietary algorithm developed by Launchmetrics to measure and evaluate the impact of all media exposure and mentions across different media channels (celebrities, influencers, media, owned media, and/or partners) in the fashion, lifestyle, and beauty industries.
Haaland is indeed the most "viral" star of this World Cup. On July 21, sports media Sportico released the ranking of Instagram follower growth during the World Cup, with Haaland gaining 32.1 million followers to take first place, Cape Verde goalkeeper Vozinha gaining 29.4 million for second, and Jude Bellingham gaining 12 million for third. Mbappé did not make the top ten.
In Launchmetrics' ranking, Haaland's $8.8 million Media Impact Value for Hermès is a "cliff-like" lead. During the World Cup, his image carrying the limited edition Endless Road HAC Birkin 50 while traveling through various North American cities was impressive.
Haaland has also often posted photos with large Hermès bags on Instagram. The collision of his humorous personality with Hermès' classic style sparked heated discussions among netizens. His Hermès collection includes: the Evercalf Toile Cargo HAC 40 in canvas/veal calfskin blend, the Black Multi-Pocket HAC 50, and more.
Haaland has known Michael Coste, Hermès' External Relations Director, for years. In February, Michael Coste posted a photo on his personal Instagram with Haaland and his girlfriend Isabella, captioning: "Finally reunited with Erling and Isabella after so long. Welcome back!"
The person on the right is Michael Coste. He joined Hermès in 1989 and currently serves as External Relations Director.
However, unlike the relationships between Mbappé, Bellingham, and their respective luxury brands on the list, Haaland has no official partnership with Hermès—Hermès does not have brand ambassadors. In the luxury sector, Haaland's current endorsements include Swiss luxury watch brand Breitling (partnership began in 2022, see below) and Italian luxury brand Dolce & Gabbana (partnership began in 2023).
French star Kylian Mbappé wore multiple Dior pieces during the World Cup, including: the A5 Triangle Pouch, men's outerwear, sweatshirts/hoodies, etc. As one of France's most globally recognized footballers in recent years, he became a Dior Global Brand Ambassador in December 2021.
Jude Bellingham became a Louis Vuitton brand ambassador in 2024. Off the pitch, he has been spotted multiple times wearing LV menswear, jackets, and accessories, and during this World Cup, he carried the LV Keepall Bandoulière bag while traveling between host cities.
| Sources: Launchmetrics, CNN, official brand press releases
| Image credits: Players' personal Instagram