A viral video of Norwegian striker Erling Haaland, showing him mid-mouthful in a restaurant and flinching at his reflection, sparked global attention, amassing over 31 million views on X within days. The clip, however, was a deepfake created by Chinese comedian Jin Long, posted to TikTok in mid-June. Despite fact-checkers identifying it as a skit, the video continued to circulate, illustrating how AI can amplify a sports figure’s online presence. The clip was one of many AI-generated memes and edits of Haaland, part of a broader trend where athletes are becoming characters with evolving storylines and fan-created lore.
The phenomenon reflects a shift in sports fandom, where athletes are no longer consumed solely through highlights or interviews but are treated as evolving characters with recognizable quirks and storylines. A recent report from AI sports content firm WSC Sports found that Gen Z feels more connected to individual athletes than to teams, with social media content from athletes being the largest driver of Gen Z sports engagement. This shift means fans can now shape and expand the narrative around athletes, creating a form of fanon that AI can easily replicate and distribute.
The Haaland deepfake is part of a larger trend where AI is enabling fans to generate content that fits the character they’ve created. This includes AI-generated memes, edits, and even fictional scenarios, such as the 'Dictator Mbappé' AI memes that recast Kylian Mbappé as Mao and Kim Jong Un. These examples show how AI is not just a tool for deepfakes but a means for fans to continue the story of their favorite athletes, regardless of whether the content is real or not.
Source: wired
