Manchester City striker Erling Haaland and his image-rights company, York Promotions Ltd, are suing Norwegian Air Shuttle. The lawsuit follows a social media advertisement that allegedly used Haaland’s distinctive image without permission.
The airline had shared a digitally edited aircraft image on Instagram and TikTok during the World Cup. The image featured Haaland’s famous blonde ponytail attached to the tail of a Norwegian Air aircraft. It was accompanied by the caption, “We’ve never looked more Norwegian.”
Haaland Challenges Airline Advertisement
Haaland’s legal team, represented by law firm Schjødt, claims the campaign commercially exploited his identity. His lawyers argue that the striker’s distinctive hairstyle was enough for audiences to identify him.
They maintain that Norwegian Air used those recognizable characteristics to promote its flight tickets without authorization.
The legal complaint reportedly focuses on Haaland’s commercial characteristics and registered trademarks. Notably, neither Haaland’s name nor his face appeared directly in the advertisement.
Norwegian Air Defends Social Media Post
Norwegian Air has expressed surprise and regret over the lawsuit. The airline says it does not understand the basis of the legal action.
According to the company, the post was spontaneous and light-hearted social media content. Norwegian Air also viewed the campaign as a way of celebrating Norway’s World Cup campaign. The airline subsequently removed the posts following the initial legal intervention.
Haaland Lawsuit Heads to Court
The case has now reached the Oslo District Court. A court-led video planning hearing is scheduled for Friday, October 9, 2026.
The dispute could test the limits of celebrity personality rights in Norway. It may also clarify how companies can use recognizable features in humorous or meme-style advertising.
Interestingly, Haaland has since changed his appearance. The striker recently traded his famous blonde locks for a short buzzcut.
