Erling Haaland sues Norwegian Air Shuttle over unauthorized use of image

Footballer Erling Haaland and York Promotions Ltd have filed a lawsuit against Norwegian Air Shuttle ASA in the Oslo District Court. The legal action concerns a social media post published by the airline during the 2026 World Cup.

The airline shared a digitally edited image of an aircraft featuring a blonde ponytail, a hairstyle closely associated with Haaland. The post was accompanied by the caption, “We’ve never looked more Norwegian.” Haaland’s legal team, led by attorney Thomas Hagen, alleges that the airline used his distinctive characteristics for commercial purposes to promote flight ticket sales without authorization or financial agreement.

While Norwegian Air Shuttle has since removed the post, a spokesperson stated the company was merely sharing spontaneous content inspired by social media trends. The case is expected to move toward an initial planning meeting at the Oslo District Court on October 9.