‘Brand Palmer’, Chelsea and how they can use Club World Cup to build U.S. popularity - The Athletic

Cole Palmer was instrumental in Chelsea's Club World Cup campaign, highlighted by his match-winning performance in the final against Paris Saint-Germain. He scored two goals in Chelsea's 3-0 victory, cementing his status as the club's most vital player both on and off the pitch.

Palmer's prominence was evident through billboards in New York City, featuring the tagline "Scary Good," which he lived up to during the tournament. This triumph significantly boosts his commercial appeal, especially with the upcoming World Cup in the U.S., Canada, and Mexico next year, positioning him for global recognition after a breakout moment on this stage.

Sports marketing expert Misha Sher emphasized that Palmer now has defining high-profile performances that make him relevant to a U.S. audience, a shift from a year ago. His football talent, combined with an endearing personality—including a viral goal celebration that earned him the nickname "Cold Palmer"—fuels his growing fan base and social media virality through authenticity.

A viral clip from the trophy presentation captured Palmer's unintentional humor when he appeared confused by U.S. President Donald Trump's presence, asking, "Wait, wait, what is he doing?" as Trump handed over the trophy and stayed for celebrations. This moment underscored Palmer's ability to connect by simply being himself.