Erling Haaland sues Norwegian airline over image rights

Manchester City striker Erling Haaland and his management company, York Promotions, have filed a lawsuit against Norwegian airline Norwegian Air Shuttle. The legal action concerns the alleged unlawful use of Haaland’s distinctive physical traits in a marketing campaign during the 2026 FIFA World Cup.

The dispute centers on a social media post featuring a photo montage of an aircraft decorated with a blonde ponytail, a hairstyle previously characteristic of the player. The airline included the caption, “We’ve never looked more Norwegian.” Haaland’s lawyer, Thomas Hagen, stated the case involves the unauthorized exploitation of the player's likeness to promote flight tickets.

Norwegian Air Shuttle has expressed confusion regarding the lawsuit, describing the marketing posts as spontaneous social media trends intended to support the Norwegian national team. The company called the legal action “regrettable” and expressed hope for a reasonable dialogue. A hearing is scheduled to take place at the Oslo District Court on October 9.