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Erling Haaland lawsuit against Norwegian Air Shuttle

Updated 2 times since CLSTR started tracking revisions of this situation.

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2026-10-05 06:13 UTC → 2026-10-13 19:12 UTC · added removed

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, 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 post, posts, the company has expressed confusion over the escalation, describing escalation. The airline characterized the content as spontaneous “spontaneous social media trends intended to support the Norwegian national team. trends” that did not significantly increase ticket sales or follower counts. The airline characterized company described the lawsuit as “regrettable” and expressed a desire for dialogue. A hearing is scheduled at the Oslo District Court, with an initial planning meeting expected to take place on October 9.

Versions

  1. 2026-10-13 19:12 UTC Erling Haaland lawsuit against Norwegian Air Shuttle
  2. 2026-10-05 06:13 UTC Erling Haaland lawsuit against Norwegian Air Shuttle
  3. 2026-10-04 21:52 UTC Erling Haaland lawsuit against Norwegian Air Shuttle

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