Erling Haaland and York Promotions Ltd. have sued Norwegian Air Shuttle ASA over a World Cup social media post that reportedly showed an aircraft with a ponytail resembling Haaland’s former hairstyle. Haaland’s lawyer says the airline used Haaland’s distinctive signs to promote flight tickets; Norwegian says its posts were spontaneous support for Norway’s national team. The reports do not establish whether the use was unlawful or how the case will be decided.
What did the Norwegian Air post show?
According to reporting by Hindustan Times, citing AFP and Norway’s Verdens Gang (VG), the post showed an aircraft edited to have a ponytail resembling Haaland’s former hairstyle. Its caption read, “We’ve never looked more Norwegian.” The post appeared during the 2026 FIFA World Cup.
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The reported image referenced Haaland through a recognizable hairstyle rather than a straightforward photograph of him. The available account does not establish what other imagery or text appeared in the post, or whether Haaland or his representatives authorized any use.
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Why are Haaland and York Promotions suing?
Haaland and York Promotions Ltd. are the named claimants, and Norwegian Air Shuttle ASA is the defendant. Haaland’s lawyer, Thomas Hagen, told AFP: “The case concerns Norwegian’s unlawful use of Haaland’s distinctive signs in its promotion of plane tickets during the football World Cup.”
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That is the claimants’ characterization of the airline’s post—not a court’s finding. The available reports do not identify the specific causes of action or set out the full legal argument in the complaint.
How does Norwegian Air explain the post?
Norwegian confirmed receiving the lawsuit. Spokesperson Catharina Solli told AFP: “Like almost all of Norway, we supported the national team this summer, through a few spontaneous posts inspired by trends on social media.” She added: “It is regrettable that this support has been met with legal action, but we hope to have a reasonable dialogue so that we can continue, in the future as well, to support our common sport heroes.”
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The dispute therefore includes a disagreement about the post’s purpose: Haaland’s lawyer describes it as promotion of airline tickets using Haaland’s distinctive signs, while Norwegian describes the posts as support for the national team. The reports do not resolve that disagreement or establish how the image was used in the airline’s broader marketing.
Has a court ruled on the case?
No judgment or court finding is established in the reports. A separate report says the parties were expected to hold a digital planning meeting at Oslo District Court on October 9, 2026. That was a reported upcoming procedural meeting, not a hearing result; it does not establish that the meeting occurred or that the court ruled on the claim.
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The full complaint, requested remedies, evidence, and any later settlement or decision were not available in the reporting cited here. Until those details or a court outcome are reported, it is accurate to describe the case as an allegation about the use of Haaland’s identity in marketing—not as proven infringement.
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