Armchair viewers in their tens of millions have been enthralled by the bulldozing 18-year-old's exploits at Euro 2004 and no national newspaper could be found on Tuesday without his puggish young face beaming out from the front and back pages.
Britain's biggest-selling tabloid, The Sun, offered its readers a cut-keep-and-wear copy of Rooney's distinctive ears and everyone from his former school pals to his grandfather have been contacted for information on the nation's new heart-throb.
Everywhere you look, there are posters and flags of Rooney who has scored four goals and led England to the quarter-finals in Portugal.
One can but hazard a guess at the hysteria if Rooney were to guide his side past hosts Portugal on Thursday and beyond to victory in the final on July 4.
Suffice to say, his agents and bank manager must be licking their lips.
Soccer-crazy England, of course, has had a string of footballing idols down the years.
Bobby Moore, Kevin Keegan, Gary Lineker and Paul Gascoigne have had their time in the sun but only Gascoigne can match the fervour surrounding Rooney.
His appeal, apart from his glorious talent, lies in his ordinariness. As one commentator pointed out, he does not look like a footballer. Rooney looks like a fan.
"He looks as if he had climbed down from his place among the boozy, flag-waving, chanting thousands and joined the players for a bet. He doesn't even look terribly athletic," said The Times.
SAME GIRLFRIEND
Rooney has had the same girlfriend since schooldays, still lives in the same area of Liverpool and even his mother probably wouldn't describe him as the best-looking lad in the schoolyard.
One can only wonder what Rooney's captain David Beckham makes of it all.
The European Championship was supposed to be the stage for yet greater glory for the England and Real Madrid midfielder.
Beckham's good looks, pop-star wife and millionaire lifestyle had made him the best-known player in the world.
But while Rooney's star has soared at Euro 2004, Beckham has so far had an average championship.
As different from the diffident teenager as chalk from cheese, the spotlight-loving "Becks" was still making the front pages on Tuesday but only because he was the first man to congratulate Rooney after one of his goals.
Beckham missed a penalty which cost England at least a point against France in their opening match and has failed to look threatening on the right of midfield.
For the first time in several years, Beckham is a bit-part extra in his country's soccer exploits.
Football fans, as Beckham knows well, have short memories and the short-tempered Rooney could yet dirty his copybook, just as Beckham did when he was sent off in the 1998 World Cup.
Until then, though, Rooney remains the blue-eyed boy of the whole country and Beckham must stand in line.
