Erling Haaland sues Norwegian over World Cup marketing campaign

Erling Haaland has launched legal proceedings against Norwegian Air Shuttle ASA, alleging that the airline used his image and distinctive characteristics in marketing linked to the 2026 World Cup.

The case concerns a possible breach of marketing law and will be considered initially at a digital planning meeting between the parties at Oslo District Court on 9 October.

The legal action was reported by Norwegian newspaper Aftenposten. One of Norwegian’s social media posts showed an aircraft designed with a hairstyle associated with Haaland, who previously wore his blond hair tied back in a ponytail. The post was later removed.

Haaland’s lawyer, Thomas Hagen, confirmed the proceedings in an email to Verdens Gang.

“We confirm that, on behalf of York Promotions Ltd and Haaland, we have filed a lawsuit against Norwegian Air Shuttle ASA,” he said.

Hagen said the claim relates to what Haaland considers the unlawful use of his distinctive characteristics by Norwegian to promote airline tickets during the football World Cup.

The airline has acknowledged receiving the lawsuit, although it says it does not understand the reason for the action.

“It is correct that we have received a lawsuit, but we do not understand why,” said Eivind Hamer, Norwegian’s acting media officer, in comments to Verdens Gang.

Hamer said Norwegian had joined many people in Norway in supporting the national team during the summer, using a small number of spontaneous posts based on popular social media trends.

“It is unfortunate that cheers of support have been met with a lawsuit, but we hope for a sensible dialogue so that, in the future, we will also be allowed to continue supporting our shared sporting heroes,” he added.