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Erling Haaland and York Promotions Ltd. have sued Norwegian Air Shuttle ASA over a social media post published during the 2026 FIFA World Cup. The post reportedly showed an aircraft edited to have a ponytail resembling Haaland’s former hairstyle, alongside the caption “We’ve never looked more Norwegian.” Haaland’s lawyer says the airline used Haaland’s distinctive signs to promote flight tickets without authorization; Norwegian describes its posts as spontaneous support for the national team. The reports available do not establish whether the use was unlawful or how the case will be resolved.
What did the Norwegian Air post show?
According to reporting by the Hindustan Times, citing Norway’s Verdens Gang (VG) and AFP, the post featured an aircraft image edited with a ponytail resembling Haaland’s former hairstyle. Its caption read, “We’ve never looked more Norwegian.” The post appeared during the 2026 FIFA World Cup.
The image reference is central to the dispute: the reports describe a resemblance to Haaland’s hairstyle, rather than a conventional photograph or a direct depiction of him. The available account does not establish what authorization, if any, Norwegian had for the post.
Why are Haaland and York Promotions suing?
The named claimants are Haaland and York Promotions Ltd.; the defendant is Norwegian Air Shuttle ASA. Haaland’s lawyer, Thomas Hagen, told AFP that “the case concerns Norwegian’s unlawful use of Haaland’s distinctive signs in its promotion of plane tickets during the football World Cup.” That is the claimants’ characterization of the post, not a court finding.
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The dispute therefore concerns whether a recognizable reference to Haaland’s identity in a social media post amounted to unauthorized use in marketing. The reports reviewed do not provide the complaint, identify its specific causes of action, or set out the remedies the claimants seek.
How does Norwegian Air describe the post?
Norwegian confirmed that it received the lawsuit. Spokesperson Catharina Solli told AFP: “Like almost all of Norway, we supported the national team this summer, through a few spontaneous posts inspired by trends on social media.” She added: “It is regrettable that this support has been met with legal action, but we hope to have a reasonable dialogue so that we can continue, in the future as well, to support our common sport heroes.”
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The accounts differ on the post’s purpose: Haaland’s lawyer describes it as promotion of plane tickets using Haaland’s distinctive signs, while Norwegian presents it as support for the national team. The reporting does not resolve that disagreement or establish how the post was presented beyond the image and caption described above.
Has a court decided the case?
No judgment or other court outcome is established in the reports available. A separate report says the parties were expected to attend a digital planning meeting at Oslo District Court on October 9, 2026. That date was reported as a planned procedural meeting; it is not evidence that a hearing took place or that the court reached a decision.
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The full complaint, evidence submitted, requested remedies, and any settlement or ruling were not available in the reporting. Until those details or a court decision are reported, the alleged unlawful use should be treated as the claimants’ position rather than an established conclusion.
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