# Erling Haaland lawsuit against Norwegian Air Shuttle

> Live situation record from CLSTR: https://clstr.news/situations/erling-haaland-lawsuit-against-norwegian-air-shuttle
> Updated: 2026-10-12T09:59:48.000Z. Sources: 27. Developments: 3.

Manchester City striker Erling Haaland and his management company, York Promotions, have initiated legal action against Norwegian Air Shuttle regarding the unauthorized use of his likeness. 

The dispute stems from a social media marketing campaign during the 2026 FIFA World Cup. The airline posted a photo montage of an aircraft featuring a hairstyle—described as a blonde or blue ponytail—intended to mimic the player’s recognizable physical traits. The post was accompanied by the caption, “We’ve never looked more Norwegian.”

Haaland’s legal team, led by attorney Thomas Hagen of the law firm Schjødt, contends that the airline exploited his personality rights to promote flight ticket sales without authorization or a financial agreement. New allegations specify that the airline also used a video of a pilot running in a manner associated with the athlete and an image of a person in a lotus position—a pose Haaland has registered as a trademark. Hagen noted that a commercial agreement for such usage would typically cost between seven and ten million NOK, though the specific compensation sought has not been disclosed.

While Norwegian Air Shuttle has since deleted the posts, the company has expressed confusion over the escalation. The airline characterized the content as “spontaneous social media trends” that did not significantly increase ticket sales or follower counts. The company described the lawsuit as “regrettable” and expressed a desire for dialogue.

## Timeline

### 2026-10-12: Erling Braut Haaland sues Norwegian Air Shuttle over trademark claims

Erling Braut Haaland is suing Norwegian Air Shuttle for allegedly using his trademarked poses and likeness in unauthorized social media marketing during the 2026 World Cup.

2 sources. https://clstr.news/cluster/erling-braut-haaland-sues-norwegian-air-shuttle-over-trademark-claims

### 2026-10-03: Erling Haaland sues Norwegian Air Shuttle over unauthorized use of image

Erling Haaland and York Promotions Ltd are suing Norwegian Air Shuttle for allegedly using his distinctive hairstyle in an unauthorized social media advertisement during the 2026 World Cup.

6 sources. https://clstr.news/cluster/erling-haaland-sues-norwegian-airline-over-unauthorized-use-of-likeness

### 2026-10-01: Erling Haaland sues Norwegian airline over image rights

Erling Haaland is suing Norwegian Air Shuttle for allegedly using his distinctive hairstyle in a World Cup marketing campaign without authorization. A court hearing is set for October 9 in Oslo.

19 sources. https://clstr.news/cluster/erling-haaland-sues-norwegian-air-shuttle-over-trademark-use

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Cite as: Erling Haaland lawsuit against Norwegian Air Shuttle. CLSTR, https://clstr.news/situations/erling-haaland-lawsuit-against-norwegian-air-shuttle