“Cristiano Ronaldo’s record-equalling sixth World Cup got off to a disappointing start,” began the Reuters match report of Portugal’s 1-1 draw against the Democratic Republic of the Congo last week. And yes, OK: everyone knows how this game works and why everyone plays it. On one hand, perhaps the greatest sporting day in the history of the world’s 15th most populous country. On the other, 41-year-old man does not score. It’s no contest, really. Get those sweet keywords front and left. Harvest that delicious search traffic. Perhaps you even noticed how I just did exactly the same thing.
And yet something does feel qualitatively different this summer: a tectonic shift driven partly by events on the pitch and partly at the behest of the industry itself. This is a World Cup swimming in star names, and never have those star names been so unapologetically, unquestioningly invoked. France do not beat Iraq; instead Kylian Mbappé throws down the gauntlet to Erling Haaland, Harry Kane and the rest. According to Google, Miroslav Klose’s goals record has been searched more at this tournament than in the year he set it. At times the group phase has felt like an inconvenient distraction from the real business of the Golden Boot race. (Can Lionel Messi lift the one trophy he hasn’t won yet?)
