METLIFE STADIUM, EAST RUTHERFORD, NEW JERSEY, UNITED STATES – 2026/07/05: Erling Haaland of Norway beats the drum as players and staff of Norway perform the ‘Viking Row’ to celebrate the victory at the end of the FIFA World Cup 2026 round of 16 football match between Brazil and Norway. Norway won 2-1 over Brazil. (Photo by Nicolò Campo/LightRocket via Getty Images)
LightRocket via Getty Images
The FIFA World Cup transcends sport, acting as a global cultural, political, and economic stage that influences how nations are perceived worldwide.
The tournament serves as a powerful platform for countries to build their brands, extend their influence, and stimulate economic growth.
Successful on‑field performance, combined with players who are engaging off the pitch, can forge a lasting, favourable image of a nation across the globe.
This phenomenon is known as soft power, a diplomatic instrument that shapes international opinion through cultural avenues such as music, fashion, design, and sport.
The late Harvard scholar Joseph Nye defined soft power as the ability to attract and persuade.
The World Cup stands as the ultimate soft‑power showcase, presenting 48 nations to a billions‑strong audience.
Given its significance, annual global soft‑power rankings are now published, with Brand Finance and Monocle among the leading sources.
Comparable rankings that blend soft power and sporting metrics are also produced regularly, such as the index from the Polish Institute of Sport Diplomacy.
Ranking soft power and sport
Building on our previous analysis after the 2022 tournament, Dr. Paul Widdop of Manchester Metropolitan University and I have compiled a fresh list of the top five soft‑power winners for the 2026 edition.
Dr. Widdop notes that “in an increasingly crowded and complex world, soft power remains one of the most effective tools for nations to differentiate themselves from rivals while projecting distinct values and qualities.”
We employed a methodology grounded in academic research and expert consultation to evaluate this year’s soft‑power contenders, incorporating metrics such as social‑media engagement, official partnerships, and standout athletes.
Our ranking is as follows:
1. Norway – collective self-belief
Norway claims the top spot as the 2026 men’s World Cup soft‑power champion, thanks to a compelling display of collective self‑belief that resonated worldwide.
The nation’s focal point, Erling Braut Haaland, proved to be one of the tournament’s most lethal scorers, while his Viking‑warrior aesthetic captivated audiences from the United States to China.
Haaland occasionally led Norway’s celebratory drum‑beat routine, underscoring national unity as players and supporters co‑created a potent soft‑power moment.
The Norwegian effort encapsulated soft power by merging athletic success, celebrity appeal, and unmistakable societal values.
In a post‑match interview, Haaland humbly declared, “We’re nice people,” reinforcing the nation’s approachable image.
2. France – luxurious indulgence
France’s on‑field excellence secures them second place in our ranking.
The French side’s soft power stems from an aura of luxurious indulgence, foreshadowed by a pre‑tournament partnership with the high‑fashion house Jacquemus.
Jacquemus, famed for its spectacular shows, inspired the French squad’s stylish presentation; players like Kylian Mbappé and Michael Olise showcased an elegance that routinely elevates France in global soft‑power assessments.
A France match feels akin to a Seine river cruise or a leisurely walk along the Champs‑Élysées—attributes the French government actively promotes.
3. England – nostalgia‑driven cool
England ranks third, having built its World Cup identity around The Beatles and a Yellow Submarine theme for the squad announcement.
The nostalgic coolness was amplified when players joined fans in performing Oasis’s “Wonderwall” after matches; the 1995 hit has sold over 22 million copies worldwide.
Jude Bellingham reinforced the musical theme, as stadiums frequently erupted with fans singing The Beatles’ 1968 classic “Hey Jude”.
Dr. Widdop emphasizes that “a national team cannot wield soft power without its fans; they are the conduit through which that influence travels.”
Recognizing its cultural capital, England partnered with the streetwear label Palace for its tournament apparel.
4. Mexico – warm‑hearted celebration
During the Round of 16 clash against England, Mexico’s coach Javier Aguirre was photographed jovially interacting with England’s Jude Bellingham and Anthony Gordon on the touchline.
The scene quickly went viral, exemplifying Mexico’s warm‑hearted embrace of the world’s greatest sporting event.
Even amid pre‑tournament unrest over crime and protests, Mexico’s staging of matches showcased an open‑hearted hospitality for international fans and reflected the nation’s friendly, passionate spirit.
The iconic Azteca Stadium further reinforced Mexico’s soft power, lending a genuine authenticity to the nation’s presentation.
5. Cabo Verde – triumph in adversity
Cabo Verde, a small island nation of roughly 500,000 people located in the central Atlantic off West Africa, earned its first‑ever World Cup qualification.
While still contending with post‑colonial challenges, the nation gained global attention when goalkeeper Vozinha’s mother was initially denied entry.
The episode became a narrative of triumph amid hardship; her plight garnered worldwide sympathy, prompting the U.S. government to expedite her visa so she could witness her son’s match.
Cabo Verde advanced past the group stage, producing the kind of uplifting soft power that promises lasting benefits for the nation.
Sustaining soft power advantages
Widdop notes that “France and England’s placements come as no surprise, given their consistent high rankings in both sport and soft‑power indices.”
He adds, “However, Norway’s ascent was a genuine surprise; audiences worldwide fell in love with the Norwegian squad.”
All five countries now face the challenge of preserving and expanding their soft‑power gains, whether those advantages were deliberately cultivated or serendipitous.
The 2030 World Cup will provide further insight into their ability to maintain these gains; until then, policymakers, businesses, and cultural leaders would be prudent to explore how to leverage their nations’ newfound prestige.
