Haaland Takes Legal Action Over World Cup Advert by Norwegian Air

Manchester City striker Erling Haaland has filed a formal lawsuit against Norwegian Air Shuttle, alleging an unauthorised social‑media advert published during the FIFA World Cup used his distinctive blonde ponytail and personal brand to promote flight tickets.

Details of the disputed promotion

The airline’s post digitally altered an aircraft image to display a ponytailed blonde figure, captioned “We’ve never looked more Norwegian.” Haaland’s legal team argues this constitutes commercial exploitation of his identity without permission.

Lawyer Thomas Hagen confirmed the claim was lodged on behalf of Haaland and York Promotions Limited, targeting the unauthorised use of his recognisable features.

Norwegian Air said the image was intended as a light‑hearted show of support for the national team during the tournament and expressed surprise at the lawsuit.

Following the complaint, the airline removed the post but regretted that its tribute to national sports heroes resulted in legal action.

An initial judicial meeting between the parties is scheduled at Oslo District Court, where the case will examine the limits of player image rights in digital marketing.