The viral phenomenon: In late May 2026, just ahead of the World Cup, Argentine football influencer Valen Scarsini (known online as "El Scarso") launched a challenge to find the "least-known player" in the tournament based on social media metrics.
His search led him straight to New Zealand international Tim Payne.
The social media explosion: Before the campaign, Payne had a modest following of just 4,715 on Instagram.
Within days of Scarsini mobilising his fanbase, the New Zealander's account exploded to over 5.6million followers, making his page the most-followed football account in New Zealand history.
Payne's grounded reaction: Caught entirely off guard by his millions of new overnight fans, Payne posted video responses thanking Scarsini and the Argentine community.
