Haaland sues Norwegian Air over unauthorised World Cup marketing stunt

Erling Haaland has launched legal proceedings against Norwegian Air Shuttle ASA, with a preliminary hearing listed at Oslo District Court on Friday, 9 October. The Manchester City striker’s representatives allege the airline exploited his image without authorisation during this summer’s World Cup.

Lawyer Thomas Hagen of the firm Schjodt confirmed the action in a statement to Norwegian publication VG. “We can confirm that we, on behalf of York Promotions Ltd. and Erling Braut Haaland, have filed a summons against Norwegian Air Shuttle ASA,” Hagen wrote. “The case concerns Norwegian’s unlawful exploitation of Haaland’s characteristics in its marketing of airline tickets during the World Cup.”

The airline has since removed social media posts that featured a mocked-up image of Haaland’s former ponytail hairstyle superimposed on one of its aircraft. Norwegian press officer Eivind Hammer Myhre acknowledged receipt of the lawsuit while pushing back on the claim. “It is true that we have received a lawsuit that we do not understand,” Myhre told VG. “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. It is a shame that the cheers have been met with lawsuits, but we hope for a reasonable dialogue.”

The October 9 hearing is listed as a one-hour video call and is a standard preparatory step in the Norwegian court system, bringing the judge and relevant parties together ahead of any full trial. Hagen declined to elaborate further beyond confirming the summons.

Haaland’s legal dispute runs alongside a busy international window. The 26-year-old is currently on duty with Norway, who face Wales at Cardiff City Stadium on Thursday in the UEFA Nations League. He scored twice in a recent win over Denmark and added a goal against Portugal at the weekend, having also netted seven times across the World Cup — including a double in Norway’s victory over Brazil before they were eliminated by England.

Norway sit second in their Nations League group following a 2-1 defeat to Portugal, while Wales arrive having failed to win in their last six matches.