Vozinha, the Cape Verde goalkeeper who became one of the breakout stars of the 2026 FIFA World Cup, has taken his post-tournament popularity beyond football after being named the face of a promotional campaign for Marvel’s new film, Spider-Man: Brand New Day.
The campaign reflects how major entertainment brands are increasingly turning to athletes who capture global attention during major sporting events, leveraging their authenticity and rapidly expanding fan bases.
Campaign filmed where his football journey began
The promotional video was filmed at Campo do Bitim on the island of São Vicente, the pitch where Vozinha began his football career.
In the campaign, the veteran goalkeeper reflects on what it means to be a hero before appearing in Spider-Man-inspired apparel, drawing a symbolic connection between his World Cup journey and the Marvel superhero’s story. The film also compares the unpredictability of football matches with the twists and turns of an action movie.
World Cup transformed his profile
Before the tournament, the 40-year-old goalkeeper was largely unknown outside African football circles. By the end of the World Cup, however, he had become one of the competition’s most recognizable figures thanks to a series of standout performances for Cape Verde.
His rise was amplified by an extensive digital campaign from Brazilian broadcaster CazéTV, helping him gain global visibility throughout the tournament.
According to campaign organizers, Vozinha added nearly 30 million Instagram followers during and after the World Cup, making him one of the biggest social media success stories of the tournament.
A growing trend in sports marketing
Marvel’s decision to feature Vozinha highlights a broader shift in sports marketing, with brands increasingly looking beyond established superstars to athletes who emerge organically during global events.
The emotional connection created during tournaments such as the FIFA World Cup, combined with explosive growth on social media, can rapidly transform players into valuable commercial ambassadors.
For Marvel, partnering with Vozinha allows the studio to tap into one of football’s most compelling recent stories while reinforcing the film’s central themes of resilience, courage and unexpected heroism.
The campaign also demonstrates how a standout World Cup performance can create commercial opportunities that extend well beyond the pitch, spanning entertainment, advertising and global brand partnerships.