Erling Haaland sues Norwegian Air Shuttle over unauthorized advertisement

Footballer Erling Haaland has initiated legal action against Norwegian airline Norwegian Air Shuttle ASA over an unauthorized advertisement. The dispute stems from a social media post released during the World Cup, which featured an aircraft decorated with blue hair and a tail design resembling Haaland’s distinctive hairstyle. The post included the caption, “Never looked more Norwegian.”

Haaland and his legal team argue that the company exploited his recognizable personal characteristics to promote airline ticket sales without permission or a commercial agreement, potentially violating Norwegian marketing laws. While the airline has since removed the post, they stated they have received the lawsuit but expressed confusion regarding why the social media post led to legal proceedings. The company maintained the post was intended as a spontaneous show of support for the Norwegian national team.

The first hearing for the case is scheduled for October 9, 2026, at the Oslo District Court. Specific details regarding the compensation Haaland is seeking have not yet been disclosed.