In a series of images created by the Norwegian Football Federation (NFF), Erling Haaland and his teammates are depicted as Viking warriors, equipped with shields, bows, axes, and standing beside iconic longships. The concept aimed to create a distinctive impression before the team's journey to the 2026 World Cup.

The Norwegian team transformed into Viking warriors for their 2026 World Cup photoshoot. *Photo: NFF*

According to Norwegian newspaper VG, the project faces scrutiny regarding financial transparency. The limited edition prints are being auctioned, with expectations of generating over 4 million USD for the NFF.

The NFF confirmed that a portion of the profits would be donated to Norway's Children's Cancer Association. However, VG reported that information about the charitable aspect was only announced after the print sales had already begun. Furthermore, the specific percentage of profits allocated for this purpose remains undisclosed.

The copyright of the photo series also raises questions, as multiple parties could potentially benefit, including the NFF, photographer David Yarrow, and partner art galleries, such as Maddox Gallery in London.

Runar Pahr Andresen, the NFF's commercial director, stated that the Federation does not disclose detailed financial agreements. However, he affirmed that a share of the profits would be dedicated to the children's cancer fund, a long-standing partner of the Norwegian men's national team.

Conversely, the Children's Cancer Association indicated they only learned about the donation after the campaign had started. While expressing gratitude, they also acknowledged they were not aware of the specific value of the contribution.

Norwegian national team captain Martin Odegaard speaks with the photographer before his individual costume photo, which was then composited into the group image. *Photo: NFF*

Commercially, prints of the photo series are being sold with starting prices around 9,200 USD for the smallest size (64x91 cm), with prices increasing based on size. A total of 250 prints have been released.

Photographer David Yarrow is renowned for his iconic works in sports, having previously captured the legendary image of Diego Maradona holding aloft the World Cup trophy in 1986.

Despite gaining significant media attention, the photo series has also drawn criticism regarding its symbolic elements. Some opinions suggest that the portrayal of Vikings could evoke associations with extreme nationalism and symbols previously utilized by far-right groups.

Journalist Markus Slettholm from Morgenbladet described the photo series as "exclusionary and extremely nationalist," even suggesting it recalls viewpoints seen within neo-fascist groups.

As of now, the NFF has not provided further responses regarding the controversies surrounding the imagery's meaning or the profit distribution mechanism from the project.

The Norwegian national team boasts several stars playing in 5 top European leagues, including Erling Haaland (Man City), Alexander Sorloth (Atletico Madrid), Martin Odegaard (Arsenal), Antonio Nusa (RB Leipzig), Oscar Bob (Fulham), Kristoffer Ajer (Brentford), and Orjan Haskjold Nyland (Sevilla).

Norway's last appearance in a major tournament was Euro 2000. On the World Cup stage, the team only participated in 1994 and 1998. The 2026 World Cup will mark the current generation's first major tournament.

Hong Duy (via Daily Mail)