Norway soccer team dons Viking gear for 2026 World Cup photo campaign

Norway’s national football team staged a Viking‑themed photoshoot ahead of the 2026 World Cup. British photographer David Yarrow captured the 26‑player squad in Viking garb under the title “The Vikings are coming”, deliberately giving equal prominence to star striker Erling Haaland, captain Martin Ødegaard and the rest of the team. The image was meant to promote equality, support Norwegian charities and serve as a creative PR stunt before the team’s travel to the United States.

The campaign sparked a mixed reaction. Many fans praised the bold visual, while critics warned that invoking Viking symbols could echo historic propaganda and even extremist imagery, with some observers linking it to neo‑Nazi motifs. The debate highlighted how historical symbols are used in contemporary sport and culture.