Haaland sues Norwegian Air over World Cup marketing use of his image

Manchester City striker Erling Haaland has filed a lawsuit against Norwegian Air Shuttle ASA, alleging unlawful use of his identity and distinctive features in marketing campaigns during the 2026 FIFA World Cup. The case is represented by lawyer Thomas Hagen of the law firm Schjødt on behalf of Haaland and York Promotions Ltd.

The dispute centres on social media posts in which Norwegian Air featured an edited image of one of its aircraft decorated with Haaland's former hairstyle—a blond ponytail—alongside the caption "We've never looked more Norwegian." The airline subsequently deleted the posts from Instagram and other platforms including TikTok. Haaland's legal team contends that Norwegian Air unlawfully exploited his distinctive characteristics to promote flight ticket sales without permission.

Norwegian Air has disputed the characterization of its actions. A company spokesperson stated that the posts were spontaneous, inspired by social media trends, and intended as support for Norway's national football team during the World Cup. The airline expressed that it finds the lawsuit difficult to understand and hopes for dialogue on the matter. The company noted that, like most Norwegians, it was participating in national team support during the summer tournament.

A preliminary hearing is scheduled for Oslo District Court on 9 October 2026 as a video call between 10am and 11am to prepare the case for trial. Haaland, 26, scored seven goals during Norway's World Cup campaign, which saw the team reach the quarterfinals—their first World Cup appearance since 1998. Norway defeated Brazil but lost 2-1 to England in the quarterfinals. Haaland is currently on international duty with Norway ahead of a Nations League match against Wales.