Norway football team faces Viking‑image controversy ahead of 2026 World Cup

A limited‑edition Viking‑themed photo shoot of Norway’s men’s national football team, shot by British photographer David Yarrow, has provoked a heated debate in Norway. The images, depicting players in warrior attire against a fjord backdrop, are being sold for 100,000‑250,000 kroner each, with proceeds pledged to a childhood‑cancer charity. Critics argue the campaign revives outdated, masculine stereotypes and could be co‑opted by extremist groups, while supporters view it as a celebration of national heritage.

At the same time, Norway’s on‑field performance has drawn attention. The squad qualified for the 2026 World Cup with a perfect record, scoring 37 goals—the most in European qualifying—and registering emphatic wins, including 11‑1 over Moldova and 4‑1 against Italy. Strikers Erling Haaland (16 goals) and Alexander Sørloth (5 goals) led the attack, giving Norway a reputation as a dark‑horse contender for the tournament.

The juxtaposition of cultural controversy and strong qualifying form highlights the team’s growing prominence as it prepares for its first World Cup appearance in 28 years.