'Messi, Maradona, Tim': NZ footballer's viral fan club hits 4 million

New Zealand footballer Tim Payne's online fan club soared past four million on Tuesday, more than the All Blacks, after an influencer picked him out as the "least known" player at the World Cup.

Argentine social media giant Valen Scarsini, known as "El Scarso", last week called for his fans to boost unheralded Payne's following, kicking off an online explosion of interest.

But New Zealand's coach said the unexpected fame - Payne had just 4,000 Instagram followers a week ago -won't go to the head of the Wellington Phoenix right-back.

"At the moment I do feel like he's dealing with it really well, probably better than maybe some others would have," Darren Bazeley told stuff.co.nz.

Payne, 32, who described the attention as "pretty crazy", could now be set to meet Scarsini.

The Argentine said he would travel to Florida to watch New Zealand's warm-up match against Haiti in Fort Lauderdale on Tuesday.

"Let's go watch Tim's game v Haiti and then we're going to meet him! Thanks to all who made it possible."

Payne's new celebrity status means he now has a million more followers than the rugby-obsessed country's All Blacks.

It has been the talk of the New Zealand squad's World Cup training camp in Florida.

"The players talk about it. I can hear the banter they're having with Tim, and I think it's amazing," said Bazeley.

"Putting Tim up on a pedestal like that was really cool and probably not something that he, or anyone, expected," he added.

"I don't know where it ends or where it leads to -- or what that world really involves. I try to stay off that, as most coaches do."

Another million or so would see Payne have as many followers as the population of New Zealand, which is around 5.3 million.

New Zealand are the lowest-ranked team at the World Cup, which begins in Mexico, the United States and Canada next week.

Tongue-in-cheek online comments have been comparing Payne to the greatest players from three-time World Cup champions Argentina.

"Messi, Maradona, Tim," said one of more than 66,000 comments on Payne's latest post, many of them in Spanish, which also received 2.1 million likes.