Erling Haaland takes Norwegian airline to court 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 personal characteristics in a marketing campaign linked to the 2026 World Cup.

According to Norwegian newspaper Aftenposten, the case concerns an alleged breach of marketing law. One Norwegian post showed an aircraft with a hairstyle resembling Haaland’s former look, in which his blond hair was tied back in a ponytail. The post was later removed.

A digital planning meeting between the two sides is scheduled to take place at Oslo District Court on 9 October.

Haaland’s lawyer, Thomas Hagen, confirmed the action 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 wrote.

Hagen said the claim relates to what Haaland considers to be the unlawful use of his distinctive characteristics by Norwegian in the marketing of airline tickets during the FIFA World Cup.

Aftenposten reported that the disputed material included an image of an aircraft featuring a hairstyle based on Haaland’s previous appearance. The Manchester City forward was shown with blond hair tied into a ponytail at the time.

Norwegian confirmed it had received the lawsuit but said it did not understand the reason for the legal action.

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

“Like most Norwegians, we took part in supporting the national team this summer through a few spontaneous posts based on popular trends on social media.”

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