Erling Haaland has taken legal action against Norwegian Air Shuttle ASA, accusing the airline of using his image and distinctive characteristics in marketing linked to the 2026 World Cup.
The case concerns an alleged breach of marketing law, according to Norwegian newspaper Aftenposten. One of Norwegian’s social media posts showed an aircraft with a hairstyle resembling Haaland’s, although the post was later removed.
The parties are due to attend a digital planning meeting at Oslo District Court on 9 October.
Haaland’s lawyer, Thomas Hagen, confirmed the legal 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 said.
Hagen said the case related to what Haaland considers to be the unlawful use of his distinctive features by Norwegian to market airline tickets during the football World Cup.
According to the newspaper, one of the posts featured an aircraft with a version of Haaland’s former hairstyle. The Manchester City forward previously wore his blond hair tied back in a ponytail.
Norwegian says posts were intended as support
Norwegian’s acting media officer, Eivind Hamer Mehre, confirmed to Verdens Gang that the company had received the lawsuit.
“It is correct that we have received a lawsuit, although we do not understand the reason for it,” Mehre said.
“Like most Norwegians, we took part in supporting the national team this summer through a few spontaneous posts based on trends on social media.”
He added: “It is unfortunate that chants of support have been met with a lawsuit, but we hope there can be a sensible dialogue so that we can also continue supporting our shared sporting heroes in the future.”
The legal complaint is centred on the airline’s use of visual elements associated with Haaland while promoting flights for the 2026 World Cup.
