England captain Harry Kane has topped the England squad’s influencer rankings after generating £25.8 million in Earned Media Value (EMV) during the tournament, with new data revealing his social media value soared following England’s victory over Mexico.
Analysis of Instagram data by influencer marketing platform Kolsquare found Kane generated £25.8m in EMV between 25 May and 6 July, making him England’s most commercially valuable player online during the tournament.
The biggest spike came immediately after the Mexico game. On 6th July alone, Kane generated £4.69 million in EMV, almost double that of his nearest England team-mates, as fans flocked to social media to celebrate England’s progress.
Kane’s post-match victory reel got an incredible 6.1m plays.
The surge wasn’t limited to Kane. England’s success sparked a dramatic rise in social media value across the squad, with Declan Rice generating £2.54m in EMV on 6th July, Jordan Pickford £2.51m, Anthony Gordon £2.46m, Bukayo Saka £2.43m and Jude Bellingham £2.35m.
Overall, Kane also generated 28.25m views and 3.34m engagements, underlining the scale of his influence both on and off the pitch.
Quentin Bordage, CEO and founder of Kolsquare, said: “Harry Kane’s performances have demonstrated just how quickly sporting success can translate into commercial value.
“His Mexico performance created an immediate surge in social media attention, generating almost £4.7m in Earned Media Value in a single day.
“What’s equally interesting is that the effect wasn’t limited to Kane. England’s victory lifted the entire squad, with players such as Declan Rice, Jordan Pickford and Anthony Gordon all seeing huge spikes in value.
“It shows that major sporting moments don’t just create heroes, they create opportunities for brands to engage with highly invested audiences.”