The commercial value of sports influencers is no longer limited to short-term advertising exposure. Instead, it involves a complete value chain covering athlete IP development, brand strategy, digital marketing, content production, fan communities and overseas market expansion, Hu Qimu, a professor at the Maritime Silk Road Institute of Huaqiao University, told the Global Times on Monday.

　　"For brands, cooperation with internationally recognized athletes provides access to highly engaged audiences. For athletes, social media platforms and commercial partnerships offer new ways to expand personal influence beyond the field," Hu said, noting that meanwhile, for countries, globally recognized sports figures can become informal ambassadors that help introduce national culture, products and industries to foreign consumers.

　　Norwegian Ambassador to China Vebjørn Dysvik told the Global Times that Haaland and the Norwegian national team "open a door for communicating about our country, maybe to people who are difficult to reach through regular diplomats."

　　The Haaland phenomenon shows how the boundary between sports, entertainment, commerce and cultural communication is becoming increasingly combined. As global sporting events continue to attract billions of viewers, the influencer economy surrounding athletes is expected to create more opportunities for brands seeking to enter new markets, said Hu.