Haaland sues Norwegian Air over unauthorised World Cup marketing stunt

Erling Haaland has taken legal action against Norwegian Air Shuttle ASA, with a planning hearing listed at Oslo District Court on Friday, 9 October. The Manchester City and Norway striker, through his company York Promotions Ltd., alleges the airline exploited his image without authorisation during this summer’s World Cup.

Lawyer Thomas Hagen of the firm Schjodt confirmed the action in an email to Norwegian outlet 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.” He added that no further comment would be made at this stage.

Norwegian Air has since deleted social media posts that featured a photoshopped image of Haaland’s distinctive previous ponytail hairstyle placed on top of one of the airline’s aircraft. The company acknowledged receiving the lawsuit but pushed back on the characterisation of its conduct.

“It is true that we have received a lawsuit that we do not understand,” Norwegian press officer Eivind Hammer 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 so that we can also be allowed to cheer on our common sports heroes in the future.”

The 9 October hearing is a preliminary planning meeting, typically conducted as a video call between the judge and relevant parties to prepare the case for a full trial. The precise financial or remedial demands made by Haaland’s legal team have not been disclosed.

The legal dispute runs alongside a busy international window for the striker. Haaland scored seven goals at the World Cup this summer, including a brace in Norway’s victory over Brazil before the side were eliminated by England. He has continued that form in the Nations League, netting twice against Denmark and once against Portugal.