Manchester City striker Erling Haaland has filed a lawsuit through his company York Promotions against Norwegian Air Shuttle over the unauthorized commercial use of his image during the World Cup. The legal action centers on a promotional campaign that featured a stylized graphic of an airplane wearing the player’s signature blonde hairstyle.
The Norwegian Air Shuttle World Cup Advertisement Dispute
The dispute originates from a marketing campaign deployed by Norwegian Air Shuttle across its social media channels during the international tournament held in the United States, Mexico, and Canada. The airline published an image showing an aircraft decorated with a long blonde ponytail—a direct reference to the hairstyle worn by the Norway international—accompanied by the promotional caption: “Nunca hemos parecido más noruegos” (“We have never looked more Norwegian”). Haaland’s legal representation argues that this constituted an illicit commercial exploitation of his distinct personal features to drive airline ticket sales during the global competition.
Legal Filings and the Oslo District Court Schedule
Thomas Hagen, legal counsel for the player, confirmed to Norwegian media outlet VG that formal court documents had been lodged against the carrier. In response to the legal challenge, Norwegian Air Shuttle has removed the disputed imagery from its online platforms. However, the company has contested the validity of the action, describing the lawsuit as “incomprehensible” and maintaining that the social media post was merely an expression of support for the Norwegian national team that capitalized on trending social media topics. The Oslo District Court has scheduled a preliminary hearing between the parties for October 9, initiating a judicial process that will proceed to a full trial unless a settlement is reached beforehand.
Haaland Alters Signature Hairstyle Following Tournament
Following the conclusion of the World Cup, Haaland cut off the prominent ponytail that defined his visual branding over recent seasons, effectively retiring one of the most commercially recognizable features of his image. This physical change contrasts with its newfound permanence in a courtroom setting, where the hairstyle remains the focal point of a high-stakes intellectual property and image rights dispute between the Premier League star and one of Norway’s largest corporations.
Preliminary Hearing Scheduled for October 9
The legal proceedings advance to the Oslo District Court on October 9 for the scheduled preliminary hearing between representatives of York Promotions and Norwegian Air Shuttle.
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