Erling Haaland sues Norwegian Air over World Cup advertising campaign

Erling Haaland has taken Norwegian Air Shuttle to court over the use of his identity in the airline’s promotional campaign for the 2026 FIFA World Cup.

The Manchester City striker and York Promotions Ltd. are suing Norwegian Air Shuttle ASA, according to Haaland’s lawyer, Thomas Hagen of law firm Schjodt.

“We can confirm that, on behalf of York Promotions Ltd. and Erling Braut Haaland, we have filed a lawsuit against Norwegian Air Shuttle ASA,” Hagen told VG.

The claim concerns what Haaland’s legal representatives describe as the “unlawful use” of his identity and brand in advertising linked to the sale of flights during the World Cup.

The full details of the legal action have not been released. However, Norwegian has removed several social media posts that featured Haaland.

One of the posts showed a Norwegian aircraft altered to include Haaland’s distinctive former blonde hairstyle and trademark ponytail. The image was published alongside the words: “We’ve never looked more Norwegian.”

The same image was also posted on TikTok before being deleted.

Norwegian has acknowledged receiving the lawsuit but said it was surprised that the matter had resulted in legal proceedings.

“It is true that we have received a lawsuit that we find baffling,” Norwegian press spokesman Eivind Hammer Myhre told VG.

Myhre said the airline had been supporting Norway’s national team and described the posts as part of a broader trend on social media.

“Like almost all of Norway, we joined in cheering for the national team this summer through a few spontaneous posts based on social media trends,” he said.

“It is unfortunate that these cheers have been met with a lawsuit, but we hope for a sensible dialogue so that we may continue to cheer for our shared sports heroes in the future.”

Haaland’s legal team has not issued any further comment on the case.

Norway are due to face Wales in the UEFA Nations League on Thursday, October 1, with the match taking place at Cardiff City Stadium.