A "I'm Haaland!" look-alike contest took place at Bayfront Park in Miami, Florida, leading up to Norway's World Cup quarter-final against England [1, 3, 5].
The event highlights the surge of Erling Haaland's popularity in the U.S. as the tournament progresses. By leveraging viral social media trends, the contest transformed fan enthusiasm into a high-stakes competition for rare match access.
Emma Kate Willman, a viral creator known for her resemblance to the Norwegian star, organized and hosted the gathering [1, 5]. The event aimed to capitalize on the current Haaland mania sweeping through the U.S., and provide fans an opportunity to attend the marquee match [1, 2].
Willman has previously gained internet fame for her striking appearance, though she has noted the variety of comparisons she receives. "Addressing the elephant in the room," Willman said, noting she has been called a Haaland look-alike, a Zara Larsson look-alike, and even a "baby Taylor Swift" before [5].
The competition attracted participants who mirrored the striker's distinct look to vie for a top prize. The stakes were high for the contestants, as the event offered a direct path to the stadium for the upcoming clash between Norway and England [1, 2].
"The winner will receive two tickets to the marquee match at Miami Stadium," Willman said [1]. The prize consists of two tickets to the World Cup quarter-final match [1].
The contest occurred in June 2026, serving as a promotional build-up to the high-profile game [2, 5].
“The winner will receive two tickets to the marquee match at Miami Stadium”
The event demonstrates the intersection of social media influencer culture and global sports fandom. By using a viral look-alike to drive engagement, organizers successfully converted digital trends into a physical marketing activation, reflecting the growing commercial footprint of the World Cup in the U.S.
