Erling Haaland’s remarkable goalscoring record and growing global profile have transformed Norway’s national team, even as Wales restricted the Manchester City striker in a 2-1 UEFA Nations League victory in Cardiff.
Haaland was largely contained by Wales centre-backs Cam Cabango and captain Ben Davies, creating few clear chances at Cardiff City Stadium. His first opportunity came in the 57th minute, when he headed over the crossbar. Wales supporters responded by chanting about their own 1.95m striker, Kieffer Moore.
With 10 minutes remaining, Wales were leading 10-man Norway after Torbjørn Heggem’s early second-half red card. Haaland then headed straight at Danny Ward as Craig Bellamy’s side secured their first win of 2025 in their seventh match, ending a three-game losing run.
Although he failed to score, Haaland had found the net three times in Norway’s first three Nations League matches during the international break. His record for the national team is 65 goals in 58 appearances.
The 26-year-old’s influence has helped change perceptions of a Norway side that had endured a 28-year absence from major international tournaments. At last summer’s World Cup, Stale Solbakken’s team beat five-time champions Brazil to reach the quarter-finals and took England to extra time before losing narrowly.
Norway’s run prompted nationwide celebrations, including the now-famous “Viking Thunderclap”. Former goalkeeper Erik Thorstvedt told The Athletic: “It was so big, so incredible, almost overwhelming. We are supposed to be a reserved and introverted people, but what happened in Norway was something we had never seen before.”
He added: “Haaland completely emerged as an international superstar at the World Cup. He is crucial to the national team’s success; just looking at the goals he scores, having him on the field is almost like starting 1-0 up.”
Haaland scored seven goals in five World Cup matches, while video blogs showing his personalityincluding trying on cowboy hats and boots in a Dallas storehelped broaden his appeal. He opened his social media accounts in 2024, has more than 4.5 million subscribers and gained about 30 million Instagram followers during the tournament.
Journalist Havard Melnæs said Haaland had become “Norway’s global ambassador”, with his image appearing throughout Oslo. The striker was later photographed at a Dolce & Gabbana fashion show in Italy with his girlfriend, Sander Berge and Berge’s partner.
His future is also attracting attention after Manchester City were found to have breached most of the 115 financial charges brought by the Premier League, according to The Athletic. A verdict said the club had inflated revenue and reduced costs by more than £950m. Manchester City denies wrongdoing and can appeal before Friday. Haaland, who signed a nine-year contract last January, has not commented publicly.
Norwegian Football Federation marketing chief Runar Pal Andresen said demand for matches had surged, while Nike replica shirts sold out during the World Cup. A new agreement with Nike will run from January 2027 to 2032.
Interest has extended to Haaland’s hometown, Bryne, where his former coach Alf Ingve Berntsen said visitors had increased in the town of just over 13,000 people. Thorstvedt said Norway’s atmosphere was now unrecognisable, with fans travelling in large numbers and demand for the Portugal match exceeding the stadium’s capacity of nearly 30,000.
Haaland’s popularity is also linked to his team-first approach. Hakon Grøtland said the forward represented the “National Team School” values introduced in 2013. “There are no jerks in the team, only good lads,” he said.
Norway’s motto remains “stronger together”, but the defeat by Wales was a reminder of the challenge ahead. After beating Denmark and losing to Portugal, Norway hope Haaland’s goals can help them build on their World Cup success and reach the next European Championshiphaving appeared at the Euros only once, in 2000.
