Erling Haaland's World Cup exit sparks VAR controversy and boosts his hair‑tie business

Norway was eliminated from the 2026 FIFA World Cup quarter‑finals after a 2‑1 extra‑time loss to England. A VAR decision annulled a late Norwegian equaliser, judging that Erling Haaland had fouled Elliot Anderson. The ruling prompted widespread criticism of French referee Clement Turpin. Haaland said he felt “robbed” and “empty”, while his father, former player Alfie (Alf‑Inge) Haaland, posted on X that the team had been “saved by the referee” but also “stolen from”. Haaland later thanked Norwegian fans, tweeting “It’s been quite a row, thank you for making it so special” and praising the Viking Row celebration.

Off the pitch, Haaland’s distinctive hair‑tie has become a commercial phenomenon. In 2024 he took a minority stake in KKNEKKI (operating under the Norwegian group Bon Dep), the South‑Korean‑origin brand that supplies the elastic bands he uses. His association drove sales of more than 10 million units, expansion to over 6 000 European stores and a 50 % revenue rise in Asia. A limited‑edition eight‑piece set priced at $40 sold out in weeks; standard bands retail for $4‑$5 each. Brands worldwide have leveraged Haaland’s hair‑bun image for viral marketing, from JBL speakers in Vietnam to 7‑Eleven donuts in Mexico.

Overall, Haaland’s performance cemented his status as one of the tournament’s top scorers (seven goals) while his business moves turned a simple accessory into a multi‑million‑dollar venture.