New Zealand defender Tim Payne entered the 2026 World Cup as the tournament's least-known player, with fewer than 5,000 Instagram followers. That changed dramatically when Argentine content creator Valen Scarsini, known as "El Scarso," launched a viral campaign identifying Payne as the perfect underdog to support.

Scarsini's video urging fans to unite behind the obscure right-back sparked an unprecedented social media surge. Payne's following exploded to nearly 1.5 million, surpassing even his club Wellington Phoenix and the entire A-League Men competition. The campaign outpaced Scarsini's own 461,000 followers, dwarfing previous efforts like FC Balzers' rise from 15 likes to 440,000.

Previously, striker Chris Wood held the title of most-followed New Zealander with 162,000 followers. Now Payne attracts attention from Mexican influencers declaring him idols, while his April 50th cap post for the All Whites draws comments from newfound fans worldwide. Even the A-League's official account rushed to capitalize with multiple posts.

The 32-year-old will likely start at right back for New Zealand's Group G campaign against Iran, Egypt, and Belgium. Whether this viral fame translates to on-field impact remains to be seen, but Payne has already become the World Cup's most unlikely social media star.