Erling Haaland Takes Legal Action Against Norwegian Air Over Image Misuse

Professional footballer Erling Haaland has taken legal action against Norwegian Air Shuttle, claiming the airline misappropriated his likeness in a promotional campaign during the 2026 FIFA World Cup. The dispute centers around a social media post featuring an image that closely resembles Haaland's signature hairstyle. Norwegian Air has acknowledged the lawsuit, expressing surprise and stating that the post was meant as a supportive gesture for the national team. As the case moves forward, the focus will be on whether the airline's actions constitute an unlawful use of Haaland's image under Norwegian law. The preliminary court meeting is set for October 9.

By Narendra Chaudhary Oct 2, 2026, 20:33 IST

Football Star's Legal Battle with Airline

Erling Haaland, the renowned professional football player, has initiated legal action against Norwegian Air Shuttle, claiming that the airline improperly used his image in a promotional campaign. This controversy arose from a social media advertisement released during the 2026 FIFA World Cup, which marked Norway's return to the tournament for the first time since 1998.

The crux of the lawsuit revolves around a composite image shared by the airline, showcasing an airplane with a ponytail resembling Haaland's iconic hairstyle. The accompanying caption read, “We’ve never looked more Norwegian,” referencing the national team's participation in the prestigious event. Haaland's attorney, Thomas Hagen, confirmed the lawsuit, emphasizing that it addresses the unauthorized use of the athlete's unique personal brand to drive ticket sales.

Airline's Reaction and Future Proceedings

Norwegian Air Shuttle has acknowledged the lawsuit but expressed surprise at the legal developments. In a statement to a news agency, spokesperson Catharina Solli described the social media post as an impromptu show of support for the national team, inspired by current trends. The airline asserted that the intention behind the post was to celebrate Norway's sporting accomplishments rather than to commercially exploit Haaland's image.

“It is unfortunate that our support has resulted in legal proceedings,” Solli remarked, expressing hope for a positive resolution. The airline has since taken down the contentious post from its social media platforms. Despite the ongoing dispute, the airline aims to foster a good relationship with the country's sports figures in the future.

The case is now set to proceed through the judicial system, with an initial meeting between the legal representatives and a judge scheduled for October 9 at the Oslo District Court. As the legal process unfolds, the key issue will be whether the airline's use of the image constitutes an illegal appropriation of Haaland's likeness under Norwegian law.