How 'baby boy' Haaland conquered America at the World Cup

Erling Haaland's Norway went out of the World Cup at the quarter-final stage - but on social media, he's arguably been the tournament's biggest winner.

From shopping for a cowboy hat in Texas to coming home with a taxidermied raccoon, Haaland's American adventures have seen his online following explode, and his fame has now spread into wider US pop culture. But what is it about him that America has fallen in love with - and just how big a star could he become?

Crystal Bell, digital culture editor at Mashable, tells More than the Score's John Bennett how Haaland's authenticity has been a huge draw for Gen Z and Gen Alpha, and why the way he uses Snapchat is key to his appeal. She also analyses how he's been building his brand in China and beyond.

Tobias Hovland also joins the show to discuss what he's seen while reporting from the US for Norwegian broadcaster NRK, and how Haaland's exploits have been received back home.

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