Lawyer Thomas Hagen confirmed the lawsuit was filed on behalf of Haaland and the British company York Promotions Ltd. According to Norwegian newspaper VG, Haaland owns at least 75% of the shares and voting rights in this company.

The lawsuit stems from a post by Norwegian Air Shuttle during the 2026 World Cup. The airline used an image of an airplane modified with a long blonde ponytail, a hairstyle associated with Haaland, accompanied by the caption: "We’ve never looked more Norwegian". The post was later deleted from the airline's social media channels.

Norwegian Air Shuttle's social media post.

Norwegian Air Shuttle did not directly use Haaland's name or face in the image. However, the 26-year-old striker's representatives argue that the airline exploited his identifying characteristics for commercial activities.

"The case involves Norwegian Air Shuttle's unauthorized use of Haaland's identifying characteristics in marketing flight tickets for the World Cup", Hagen said. According to the Oslo District Court's schedule, the case is classified as a regular civil dispute and relates to Norway's Marketing Act.

On 9/10, both parties will participate in an online meeting with the Oslo District Court from 10:00 to 11:00. This is merely a preparatory hearing between the judge and the parties before the main trial, not the actual trial date.

The details of the lawsuit have not been disclosed. VG is currently unsure whether Haaland and York Promotions are seeking financial compensation from Norwegian Air Shuttle, or the amount if any. When asked, the airline declined to comment and suggested Haaland's representatives respond.

Norwegian Air Shuttle confirmed receipt of the lawsuit but stated it did not understand why the matter needed to be brought to court. The airline argued that the World Cup posts were spontaneous content, inspired by social media trends, and intended to support the Norwegian national team.

"Like nearly all Norwegians, we cheered for the national team this summer", a Norwegian Air Shuttle representative said. "It is regrettable that such encouragement has led to a lawsuit. We hope for a reasonable dialogue so that, in the future, we can continue to support the country's sports heroes alongside everyone else".

Striker Erling Haaland battles Douglas Santos (16) during Norway's 2-1 victory over Brazil in the round of 16 at the 2026 World Cup in New York New Jersey, US, on 5/7/2026. *Photo: AP*

The dispute arises as Haaland's long hair had become one of his most recognizable visual traits. Haaland cut his hair short before the new season began in August.

VG also noted that Norwegian Air Shuttle was not the only company to use details or allusions related to Haaland in its marketing during the 2026 World Cup. However, Haaland's representatives have not yet responded to questions about whether they intend to take legal action against other companies.

Previously, Haaland himself appeared comfortable with memes and videos on social media mimicking his hairstyle. However, VG noted that it cannot be confirmed whether user-generated social media content is equivalent to a company using identifying marks for commercial marketing activities.

Haaland scored 7 goals in five matches, helping Norway reach the World Cup quarterfinals for the first time. This outstanding performance boosted Haaland's social media following by approximately 32,1 million people across various platforms.

*Compiled by Hong Duy*