Erling Haaland takes Norwegian Air to court over World Cup ponytail ad

Erling Haaland has taken Norwegian Air Shuttle to court over an alleged unauthorised use of his image during the 2026 FIFA World Cup, adding a legal dispute to the Norway star’s busy international schedule.

The Manchester City forward and his British company, York Promotions Ltd, have filed a lawsuit against the airline over marketing material that allegedly referenced his distinctive appearance to promote flight tickets during the tournament. An initial planning hearing is scheduled at Oslo District Court on October 9.

What is the dispute over?

The case centres on a social media post shared by Norwegian Air during the World Cup. The airline digitally altered an image of one of its aircraft by adding a blonde ponytail, resembling Haaland’s well-known former hairstyle.

The post carried the caption, “We’ve never looked more Norwegian.” It has since been removed.

Haaland’s lawyer Thomas Hagen said the lawsuit relates to what his side considers the unauthorised use of the striker’s “distinctive signs” in marketing linked to flight tickets during the World Cup.

The case has been filed by Haaland and York Promotions Ltd through law firm Schjodt. Details of the financial claim or any damages being sought have not been made public.

Norwegian Air reacts

Norwegian Air said it was surprised by the legal action and described the situation as regrettable.

The airline said its World Cup-related social media activity was intended to support the Norwegian national team, with posts created in response to trends and moments during the tournament.

Norwegian Air also said it hoped the disagreement could be settled through dialogue, allowing it to continue supporting Norwegian athletes in the future.

Haaland's Norway assignment

The legal battle comes as Haaland continues his international commitments with Norway. The striker is due to feature for his country in the UEFA Nations League, with Norway facing Wales in Cardiff.

Haaland has been a key figure for Norway during a strong period for the national team. He also recently surpassed Zlatan Ibrahimovic’s Nordic men’s international scoring record.

Norway began its Nations League campaign with a 3-2 win over Denmark before suffering a 2-1 defeat against Portugal. Haaland scored twice against Denmark and has three goals in the current Nations League campaign.