Ancelotti helps Neymar and Endrick grow

Brazil’s World Cup roster announcement sent the country into overdrive Monday, with millions of fans flooding social media to celebrate the 26 players selected for the tournament. And amid the wave of reactions, two names stood above the rest on Instagram: Neymar and teenage sensation Endrick.

Since the squad reveal, Neymar has gained more followers than any other player involved, adding 1.1 million new fans on Instagram. Endrick followed with 476,000, while Brazil’s national team account added 360,800 and head coach Carlo Ancelotti picked up nearly 120,000 more followers.

“These numbers show the power of two different generations coming together,” Thiago Freitas, chief operating officer of Roc Nation Sports Brazil, said. “One generation watched Neymar rise into a global icon alongside Cristiano Ronaldo and Lionel Messi. The other sees Endrick as the face of a new era, alongside talents like Rayan and Estevão. They represent different emotions, but both are incredibly positive: devotion and hope.”

Endrick’s rise keeps accelerating

Endrick now has more than 17.5 million Instagram followers and is already among the fastest-growing young athletes on social media. A behind-the-scenes video showing his reaction to the call-up surpassed 31 million views within hours.

On X, his post thanking fans for the selection received more than 300,000 likes. His TikTok audience has climbed past 6.2 million followers, including 400,000 added in the last month alone. Two TikTok videos breaking down Ancelotti’s squad announcement have already generated more than 20 million views combined.

While Endrick represents the future, Neymar remains the undisputed king of attention in Brazilian soccer.

Nearly twice Endrick’s age, Neymar built his celebrity status over more than a decade playing for some of the biggest clubs in the world and starring in three World Cups. With 232 million Instagram followers, he trails only Cristiano Ronaldo and Messi among athletes on the platform.

“Neymar has been a major talking point for almost two decades and will continue to be for years to come,” said Reginaldo Diniz, CEO and co-founder of End to End agency. “He represents the joy, creativity and flair that people want to see in soccer, while also driving audiences, sponsorships and engagement.”

Neymar’s influence goes beyond the field

Marketing experts say Neymar’s popularity no longer depends solely on his performances with Brazil.

“The Neymar brand is still incredibly powerful,” said Ivan Martinho, a sports marketing professor at ESPM University. “His ability to remain relevant regardless of the circumstances is what makes him one of the most valuable figures in global sports marketing. His impact goes far beyond soccer.”

The data backs it up.

According to live-score platform Flashscore, Neymar was the most-viewed athlete in Brazil in 2025, generating nearly 2.4 million player-profile views. He finished ahead of Gabriel Barbosa at 2.1 million and Cristiano Ronaldo at 1.8 million. Neymar also topped the platform’s rankings for favorite players among Brazilian users.

“When we analyze user behavior, Neymar still leads by a huge margin in Brazil,” Flashscore regional director Alexandre Vasconcellos said. “That shows fan interest is driven not only by performances on the field, but also by the emotional connection he has built throughout his career.”

Carlo Ancelotti’s global pull

Another figure generating enormous engagement is Ancelotti himself.

The Italian manager, who took charge of Brazil in 2025, has 18.2 million Instagram followers under the handle @mrancelotti, making him the most-followed soccer coach in the world. Brazil’s official national team account currently sits at 20.2 million.

When Ancelotti arrived last year, the reaction was immediate. He gained 1.5 million followers after accepting the job, including 200,000 on the day of his unveiling alone. Before that, his daily average growth hovered around 2,000.

His first Instagram video as Brazil coach, titled “Hello Brazil!” and featuring iconic moments from Brazilian soccer history, generated more than 11 million views. Meanwhile, Brazil’s soccer federation posted eight behind-the-scenes videos featuring Ancelotti’s first training sessions and public appearances, which have combined for more than 50 million views.

Why Ancelotti is a marketing gold mine for Brazil

Experts believe Ancelotti’s digital reach has become a major commercial advantage for the Brazilian Soccer Confederation.

“In today’s game, social media engagement translates directly into brand value, audience growth and revenue,” said Bruno Brum, marketing director at End to End agency. “Having a coach with more followers than most elite players is an enormous asset.”

Ancelotti’s global appeal has been built through decades managing some of Europe’s biggest clubs, including AC Milan, Paris Saint-Germain, Juventus, Bayern Munich, Chelsea and Real Madrid.

“We’re talking about one of the most successful coaches in soccer history,” sports marketing specialist Renê Salviano said. “His numbers make him a worldwide icon, and now he adds even more prestige by coaching the most successful national team in soccer history.”

Among Europe’s most recognizable coaches, Ancelotti remains comfortably ahead on Instagram. Former Real Madrid player and new Chelsea manager Xabi Alonso follows with 13.4 million followers, while Manchester City boss Pep Guardiola has around 9 million.

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