World Cup 2026 winners and losers: from Viking memes to FIFA fiascos

The 2026 World Cup produced plenty of drama off the pitch, from Viking-style viral memes and influencer superstars to organisational blunders by FIFA. The United States were singled out for a spectacular own goal, while several unexpected figures emerged as winners of the tournament's cultural moment. The roundup evaluates who truly benefited and who suffered reputational damage from the event.