Football superstar Erling Haaland has taken legal action against Norwegian Air Shuttle ASA, accusing the airline of unlawfully using his distinctive image, specifically his iconic blonde ponytail, in a marketing campaign during the recent 2026 FIFA World Cup.
The Manchester City and Norway striker, aged 26, alongside his British company York Promotions Ltd, filed the lawsuit, which is now set for an initial hearing at the Oslo District Court.
According to Haaland’s legal team, led by lawyer Thomas Hagen of Schjødt law firm, the case concerns Norwegian’s “unlawful exploitation of Haaland’s characteristics in its marketing of airline tickets during the World Cup.”
The Disputed Campaign
The core of the dispute revolves around a social media campaign launched by Norwegian Air Shuttle during Norway’s impressive run to the 2026 World Cup quarter-finals. The airline reportedly shared an image on platforms like Instagram and TikTok depicting one of its aircraft digitally altered to feature Haaland’s well-known ponytail. The image was accompanied by the slogan, “We’ve never looked more Norwegian.”
Haaland’s representatives argue that while the posts have since been deleted following legal intervention, they constituted an unauthorized commercial use of his identity and brand for the promotion of flight tickets. This goes beyond mere national team support, his legal team contends, and raises questions about commercial benefit without proper authorization.
Airline’s Response and Court Date
Norwegian Air Shuttle has confirmed receipt of the lawsuit, with press spokesperson Eivind Hammer Myhre describing the legal action as ‘baffling’ and ‘unfortunate.’ The airline maintains that its posts were spontaneous expressions of support for the national team, aligning with popular social media trends during the tournament. ‘We, like almost all of Norway, have been involved in cheering on the national team this summer through a few spontaneous posts based on trends in social media,’ Myhre stated, expressing hope for a ‘sensible dialogue.’
Key Legal Details:
| Detail | Description |
|---|---|
| Parties | Erling Braut Haaland & York Promotions Ltd. (Plaintiff) vs. Norwegian Air Shuttle ASA (Defendant) |
| Court | Oslo District Court, Norway |
| Date Filed | Late September/Early October 2026 |
| Hearing Date | Friday, October 9, 2026, 10:00 AM – 11:00 AM (CEST/CET) |
| Allegation | Unlawful use of Haaland’s identity and brand in marketing during the 2026 World Cup |
| Disputed Asset | Photoshopped image of Norwegian aircraft with Haaland’s blonde ponytail |
Legal experts suggest Haaland may have strong grounds under Norway’s Marketing Control Act and personality protection statutes, with precedents safeguarding athletes’ likenesses against unauthorized commercialization. The planning meeting on October 9 will be a procedural video call to prepare the case for trial, not a final ruling.
This legal battle highlights the increasing importance of image rights for top-tier athletes like Haaland, whose global profile and distinctive appearance make him a valuable commercial asset.