Social activists in Norway have criticized the partnership between the Manchester City striker and Budweiser, an official sponsor of the World Cup 2026. Haaland was hired to participate in the "Let It Pour" promotional video for the American beer company alongside former Liverpool coach Jurgen Klopp.

In a press release, Haaland shared, "For my first World Cup, I will give my best on the field. Budweiser's 'Let It Pour' campaign truly resonates with me because it accurately reflects my feelings about this tournament."

This campaign is being rolled out in 40 countries, but does not include Norway.

Image of Haaland used in American beer brand Budweiser's "Let It Pour" campaign. *Financial Times*

Inger Lise Hansen from Actis, an umbrella organization for addiction policy and prevention, told the Norwegian newspaper Dagbladet, "I find this very confusing. Someone who has always cared about health issues like Haaland chose to become a promoter for an alcohol brand. It's strange that this is happening precisely when he is representing the nation of Norway, where alcohol advertising is illegal."

"The issue is not that people are not allowed to drink beer while watching football, but that Norway's sports hero is promoting a product that can lead to harm and risks," Hansen affirmed.

Hanne Cecilie Widnes from IOGT, a volunteer organization for addiction prevention, expressed similar outrage that a footballer, an idol for young people in the Nordic country, would promote alcohol.

"I wish the Norwegian Football Federation (NFF) could prevent this," Widnes stated. "It is truly tragic that Haaland does not realize its negative impact on children and adolescents. He is an idol in the eyes of young people in many countries. This is genuinely worrying and sad." Widnes also called on the NFF to "take decisive action" and emphasized that "this is a very serious issue."

NFF representative Runar Pahr Andresen defended Haaland's right to collaborate with Budweiser, provided the campaign does not appear in Norway. "Haaland has signed a personal agreement with one of FIFA's largest World Cup sponsors, and he naturally has the right to do so. We confirm that we were informed about this collaboration. The NFF has regulations for players during their national team duties, but a player can still participate in a global marketing campaign for a World Cup sponsor," he stated.

"Since alcohol advertising is illegal in Norway, as a federation, we naturally cannot sign agreements with beer producers in the Norwegian market. Budweiser is a long-standing global sponsor of FIFA, and they absolutely have the right to promote their products in countries where such activities are permitted," Andresen added.

Ha Phuong (according to *The Guardian* and *Dagbladet*)