Norwegian Air Shuttle is facing a lawsuit from the country’s most famous soccer player, as the airline is accused of using the star’s likeness during the World Cup. I mean, he definitely has a point…
Norwegian sued for putting ponytail on plane in social media post
During the 2026 World Cup, Norwegian Air Shuttle posted a picture to its social media channels, showing one of the carrier’s Boeing 737s with a big ponytail, with the caption reading “we’ve never looked more Norwegian.” This was an obvious reference to Erling Haaland, the Norwegian soccer player who is known for his ponytail look.
In response to this, Haaland has now filed a lawsuit against the airline, claiming this picture commercially exploited his identity without permission. The soccer player’s lawyer noted that “the case concerns Norwegian’s unlawful use of Haaland’s distinctive signs in its promotion of plane tickets during the football World Cup.”
A spokesperson for Norwegian Air Shuttle explained that “like almost all of Norway, we supported the national team this summer, through a few spontaneous posts inspired by trends on social media,” and this was just intended as a lighthearted way of doing that.
This case is expected to be heard in Oslo District Court on Friday, October 9, 2026, so I’m curious what comes of this.
Legally there’s probably merit to the case, but…
While I’m no legal expert (especially on Norwegian law!), technically Haaland and his legal team seem to be correct. I mean, Norwegian Air Shuttle is unmistakably using Haaland’s likeness in these social media posts during the World Cup, since I imagine almost everyone in the carrier’s intended audience knew exactly what this was in reference to.
Admittedly it doesn’t excuse “stealing” his likeness, though I imagine from the carrier’s perspective this wasn’t really thought of as a commercial ad campaign, but instead, was more of a spur of the moment social media post based on trends at the time. That doesn’t excuse it, and I suppose the goal was to build brand awareness.
I think the other thing is that during the World Cup, there’s a great sense of national pride and competitive excitement, and this was intended to lean into that.
This does seem a little petty and minor in the scheme of things, but hey, that’s not for me to decide…
Bottom line
Erling Haaland is suing Norwegian Air Shuttle over a World Cup social media post, where the airline put a ponytail on a Boeing 737, saying it has “never looked more Norwegian.” The famous Norwegian soccer player’s legal team is arguing that the airline was trying to steal his likeness, while the airline claims it meant no harm, and was just intended to show support for the national soccer team.
What do you make of this lawsuit?
It’s a shame that he won’t allow a company from his country join in on the spirit of team support and let this one go with a warning that he does not allow it. Although that too is a shame.
It's cute but I would want to protect my image. Commercial use just seems wrong. Maybe not valuable for a lawsuit, but crosses a line
Yes, it is petty. Haaland should feel flattered and shut up.
Better his hairstyle than his face. He's not a pretty boy.
They say, 'any press is good press.' This lawsuit provides more free advertising for Norwegian ('hei hei, look, we still exist!') than any traditional campaign ever could. Perhaps, it'll end in a creative settlement, like Haaland getting free lifetime flights (on an airline that’s already cheated bankruptcy once before). Speaking of, does anyone really believe Norse Atlantic Airways isn't just Norwegian Air Shuttle's failed international long-haul operation with fresh paint? Very Alitalia-ITA and Olympic-Aegean of...
They say, 'any press is good press.' This lawsuit provides more free advertising for Norwegian ('hei hei, look, we still exist!') than any traditional campaign ever could. Perhaps, it'll end in a creative settlement, like Haaland getting free lifetime flights (on an airline that’s already cheated bankruptcy once before). Speaking of, does anyone really believe Norse Atlantic Airways isn't just Norwegian Air Shuttle's failed international long-haul operation with fresh paint? Very Alitalia-ITA and Olympic-Aegean of them...
Hahah yes it’s the old Norwegian. We flew them as a family from Chicago to Barcelona return in 2018 (as you do on a Norwegian airline). Was a really good flight in the big seats.
You've got to wonder if they will make it through the low season this winter with fuel prices still high.
Hey Ben,
Have you seen Privilege Deals from Qatar Airways ? Are you going to cover it?