New Zealand defender Tim Payne rapidly gains social media fame ahead of the World Cup after an Argentine football influencer spotlights him as the tournament’s “least-known” player. Multiple reports describe how El Scarso, also known as Valen Scarsini, posts and urges their followers to unite in support of Payne, framed as a campaign to turn the relatively unfamiliar 32-year-old into a “hero.” Sources say Payne’s Instagram following jumps from a few thousand to figures well above one million within days, with reports citing increases from around 4,700–5,000 followers to roughly 1.7 million in three days, and later numbers reaching 4.2 million within a week. Payne is described as being surprised and grateful for the attention, and in some accounts he expresses bewilderment at the speed and scale of the response. BBC Sport and other outlets report the campaign leads to widespread follower growth after the influencer identifies Payne as a player with a comparatively small existing online profile. The coverage focuses on the unexpected viral effect of the influencer’s promotion, rather than any on-field performance.