What the World Cup tells us about national reputations

At every World Cup, football takes centre stage. But look beyond the scorelines and another competition quietly unfolds – the battle for national reputation.

Because… while players represent their countries for 90 minutes, supporters often shape perceptions that last far longer. This year's tournament has once again shown how quickly behaviours, traditions and moments of controversy become shorthand for an entire nation.

Here's what has stood out.

• Japan: reputation built through consistency. Once again, Japanese supporters stayed behind after matches to collect litter, while the players left spotless changing rooms. The strongest reputations are built on consistently doing the right thing, even when nobody asks you to. 

  
  

• Scotland: the power of a positive stereotype. The Tartan Army turned Boston into one giant street party. Bagpipes, singalongs, packed bars (including one reported £30,000 tab), selfies with locals and social posts joking that America should "keep them.” Once associated with hooliganism decades ago, Scotland's travelling support has spent years reshaping its image into one of football's friendliest fanbases. Which nation now isn’t vying for Scotland to be its new BFF?

  
  

• Brazil: living the brand. Brazilian supporters continue to provide football's most recognisable imagery: samba drums; dancing; yellow shirts; and carnival atmospheres. Even when results wobble, broadcasters instinctively cut to the stands because they know exactly what they'll find. Strong brands become visual shortcuts in people's minds.

  
  

• England: exporting support. England's travelling fans have once again followed their team across North America in huge numbers, creating "home" atmospheres thousands of miles away. Their support in Mexico even drew praise from local fans after the match, despite the pre-match tensions.

  
  

• Norway: heritage and identity matter. Viking chants, drums, player celebrations and plenty of (historically inaccurate) horned helmets have given Norway one of the tournament's clearest identities. Don’t memorable symbols travel fast?

  
  

• Mexico: a reminder that reputations are rarely one-dimensional. Pre-match attempts to keep England awake outside the team hotel attracted criticism and accusations of poor sportsmanship. Yet, after England's victory, plenty of Mexican supporters were pictured celebrating alongside England fans in the streets. The same audience created both positive and negative headlines within 24 hours.

  
  

• Paraguay: actions outweigh results. Physical performances on the pitch prompted criticism, while off it, inflammatory comments from a Paraguayan senator generated headlines that travelled far beyond football. Sporting prowess can’t always offset reputational damage created elsewhere.

  
  

• The USA: tainted by association. As co-hosts, American volunteers, cities and supporters have earned praise for their hospitality, welcoming fans from across the world into their communities. Yet much of that goodwill has been overshadowed by the controversy surrounding the intervention over Folarin Balogun's red card. The perception that politics influenced football's governing body has not only reinforced FIFA's questionable reputation, but also distracted from the positive story the hosts had been creating.

  
  

• Cape Verde: everyone loves an underdog. One of the tournament's breakout stories, Cape Verde may be heading home, but they’ve arguably left with something just as valuable: affection. Courageous performances and fearless football have earned them the label of "the underdogs the world will never forget.” Their keeper is now the most followed goalkeeper on Instagram too. Reputation isn't always built through winning – but by how you compete.

  
  

• Perhaps the biggest story of all? The mixing of supporters. World Cups have always had shared seating, but never quite on this scale. Across the tournament, we've seen rival fans sitting together, swapping scarves, sharing photos and celebrating football rather than simply their own nation. In an era where public discourse often feels increasingly polarised, it’s shown us that even fierce rivals can coexist perfectly happily when united by a shared purpose. Football, it seems, still has the power to bring people together.

The Whistle takeaway

Every interaction shapes reputation. Whether it's cleaning a stadium, welcoming visitors into your city, showing respect to opponents or becoming embroiled in unnecessary controversy, people remember how you made them feel long after they've forgotten the final score. This goes for organisations too. Reputation can’t stand on just what you say about yourself. It's built by the behaviours others experience, notice and ultimately choose to talk about.