China’s national team failed to make the World Cup this year, again. But the country’s soccer fans have found someone else to cheer for on the field: a referee.

With no players on the pitch, Ma Ning, 46, is the most prominent Chinese participant in this year’s tournament — and he’s parlayed his officiating experience, strict on-field demeanor and social media savvy into unlikely stardom back home, where he’s landed media interviews and major sponsorships.