Norway football squad dons Viking gear for 2026 World Cup debut after 28 years

Norway’s national football team returned to the FIFA World Cup in 2026, ending a 28‑year absence since 1998. The squad, collectively valued at about €589 million by Transfermarkt, was unveiled in Viking costumes that echo the country’s medieval warriors. The player line‑up was announced in a video delivered by 89‑year‑old King Harald V.

The Viking‑themed campaign drew international attention and sparked criticism within Norway. Journalist Markus Slettholm described the images as “chauvinistic and exclusionary,” while researcher Jane Haug Skjoldli warned they could be interpreted as “hyper‑masculine and right‑wing extremist.” The controversy highlighted concerns that the symbolism might be co‑opted by nationalist groups.

Following Norway’s showcase, other national teams began releasing AI‑generated images featuring culturally themed attire, underscoring a broader trend of using heritage motifs in World Cup promotion.