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Wellington Phoenix defender Tim Payne has been adopted by millions of South American fans as their hero for the upcoming Football World Cup.
The All White's Instagram followers count has exploded from fewer than 5000 to more than 2.4 million in just two days, after being chosen as the subject of fandom by Argentine football influencer El Scarso.
Payne says he’s trying to process his newfound fame, but at the same time he’s trying to embrace it.
Managing Partner at talent agency WeAreTenzing, Dan Sing told Piney this really demonstrates the power of social media and what a community can do.
He says that an audience of that size is hugely valuable, so Payne will need to think about what he wants to do with it – if anything.
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