Erling Haaland sues Norwegian Air Shuttle over ponytail advertisement

Footballer Erling Haaland has filed a lawsuit against Norwegian Air Shuttle, alleging the airline unlawfully used his likeness for commercial purposes. The legal dispute stems from a social media campaign during the 2026 World Cup, which featured a Boeing 737 decorated with a large ponytail—a distinctive physical trait associated with the Norwegian striker.

Haaland’s legal team argues that the airline exploited his distinctive image to promote plane tickets. In response, a spokesperson for Norwegian Air Shuttle stated that the posts were “spontaneous posts inspired by trends on social media” intended to show support for the Norwegian national team rather than a formal commercial campaign.

The case, which also involves York Promotions Ltd., is scheduled to be heard in the Oslo District Court on October 9, 2026.