Erling Haaland has taken legal action against Norwegian Air Shuttle over the airline’s use of features associated with the Manchester City striker in advertising during the 2026 World Cup.
Haaland and his British company, York Promotions Ltd., filed a lawsuit against Norwegian Air Shuttle ASA in Oslo District Court. His lawyer, Thomas Hagen, confirmed the action to Norwegian newspaper VG.
According to Hagen, the dispute concerns what Haaland’s side considers Norwegian’s unlawful use of his distinctive characteristics while promoting airline tickets during the World Cup. The lawsuit comes after the airline published social media content connected to Haaland during Norway’s run at the tournament.
One of those posts featured an edited photograph of a Norwegian aircraft with long blond hair and a ponytail added to it, resembling the hairstyle Haaland had become known for.
Norwegian accompanied the image with a message saying the aircraft had never looked more Norwegian. The post appeared on social media during the World Cup and has since been deleted.
Haaland’s face and name were not necessary for the connection to be made. The image instead relied on a physical characteristic strongly associated with the Norway striker.
The legal dispute is therefore centered on whether Norwegian was permitted to use those recognizable characteristics in commercial advertising without authorization.
VG reported that the case is listed by Oslo District Court as involving Norway’s Marketing Act. Haaland’s representatives have not publicly disclosed the detailed contents of the lawsuit or whether they are seeking a specific amount of financial compensation.
Norwegian has confirmed receiving the lawsuit but does not agree with Haaland’s position.
The airline said its World Cup posts were spontaneous messages inspired by social media trends as it joined the rest of Norway in supporting the national team. Norwegian expressed disappointment that the posts resulted in legal action and said it hopes the sides can reach a reasonable understanding.
The timing of the campaign came during a memorable World Cup for Norway.
Haaland helped his country reach the quarterfinals in its first World Cup appearance since 1998. Norway’s tournament ended with a 2-1 defeat against England on July 11. Norwegian Air was also active on social media around that match, entering into a wager with British Airways that resulted in Norwegian temporarily changing its Instagram profile picture to the British Airways logo following England’s victory.
The dispute involving Haaland is separate from that wager and specifically concerns Norwegian’s alleged commercial use of characteristics associated with him.
Haaland, York Promotions Ltd. and Norwegian are scheduled to participate in a digital planning meeting at Oslo District Court on Friday, Oct. 9. VG and Aftenposten reported that the meeting is a procedural step ahead of the main proceedings rather than the trial itself.
The case will determine whether Norwegian crossed the line between supporting Norway during the World Cup and commercially exploiting one of the country’s most recognizable athletes without permission.
