Norwegian footballer Erling Haaland has filed a lawsuit against the airline Norwegian over the unauthorized use of his image in advertising during this summer’s World Cup. The airline ran social media posts that featured Haaland's distinctive blond ponytail edited onto the front cabin of an aircraft with the caption, “We’ve never looked more Norwegian.” The posts have since been removed.

Haaland's legal representation, York Promotions, which manages his image and commercial interests, stated that the airline's use of the footballer’s likeness amounted to unlawful marketing of airline tickets. Thomas Hagen, a lawyer for York Promotions, described the matter as an infringement of Haaland’s rights.

Norwegian expressed surprise at the lawsuit and said it did not understand the basis for the complaint. Eivind Hammer Myhre, a press officer for the airline, indicated that the posts were intended as spontaneous celebrations of Norway’s participation in the World Cup, inspired by social media trends. He expressed regret that the company’s show of support had resulted in legal action and called for a constructive dialogue going forward, hoping to continue supporting Norwegian sports figures in the future.

Haaland, who recently debuted for Manchester City after the World Cup with a newly shaved buzzcut, was a standout player during the tournament. He scored seven goals, leading Norway to the quarter-finals — a stage the national team had not reached since their last appearance in 1998 — before they were eliminated by England.

The initial hearing in the case is set for next Friday in Oslo. The dispute highlights ongoing tensions between public figures and companies over image rights and the commercial use of personal branding without explicit consent.