More than the Score

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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. Unexpected questions and beyond the scoresheet chat. More than the Score tells stories from all over the world of sport. From Formula One to netball, MMA to figure skating, and Grand Slam tennis to Diamond League athletics. We've got interviews with extraordinary athletes, as well as the experts working behind the scenes, from football super-agents to the coaches keeping athletes in peak form. Plus, we've got the expertise of the BBC's top journalists, who share their insights from decades of covering sport at all levels. And if you've got your own take on the stories we cover, we'd love to hear from you. Email morethanthescore@bbc.co.uk, or WhatsApp us on 0044 800 032 0470. You can find more information, along with our privacy notice, on our website: www.bbcworldservice.com/morethanthescore