Erling Haaland Sues Norwegian Air Over Marketing Dispute
- Erling Braut Haaland and his management company York Promotions have filed a lawsuit against Norwegian Air Shuttle ASA, targeting the airline over the alleged misuse of the football...
- The legal dispute centers on a now-deleted Instagram post published on Norwegian's official channels during the tournament.
- Schjødt partner Thomas Hagen confirmed in an email to VG that his firm represents York Promotions and Erling Braut Haaland in the action against Norwegian Air Shuttle ASA.
Erling Braut Haaland and his management company York Promotions have filed a lawsuit against Norwegian Air Shuttle ASA, targeting the airline over the alleged misuse of the football star’s likeness in promotional material during the football World Cup. An initial court hearing in Oslo District Court is scheduled for October 9, 2026.
The legal dispute centers on a now-deleted Instagram post published on Norwegian’s official channels during the tournament. The advertisement featured an aircraft edited with Haaland’s former trademark ponytail alongside the caption We’ve never looked more Norwegian
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Haaland Sues Norwegian Air over Unlawful Marketing
Schjødt partner Thomas Hagen confirmed in an email to VG that his firm represents York Promotions and Erling Braut Haaland in the action against Norwegian Air Shuttle ASA. Hagen stated that the lawsuit addresses the airline’s unlawful exploitation of Haaland’s distinctive characteristics to market flight tickets.
Oslo District Court has scheduled a one-hour preliminary court session to be conducted via video link on October 9, 2026, according to court docket lists cited by NRK.
CEO Geir Karlsen Calls Lawsuit Unfair
Geir Karlsen, chief executive officer of Norwegian, described the situation as unfortunate while speaking to the Finnish financial publication Kauppalehti. Karlsen maintained that the airline considers the lawsuit unfair, emphasizing that Norwegian views itself as a primary supporter of successful Norwegian athletes and the national football team.
Jeg synes det er litt trist at vi havner i en situasjon som denne. Vi i Norwegian er de største supporterne og støttespillerne for alle utøvere som gjør det bra i Norge, og fotballandslaget er intet unntak
Geir Karlsen, Kauppalehti
Karlsen added that many other websites published similar content and suggested that testing the matter in the legal system might be appropriate. He characterized the social media post as a tribute to how the national team performed during the World Cup rather than a commercial campaign, noting that the company is prepared to contest the matter in court if necessary.
Norwegian press spokesperson Eivind Hammer Myhre reiterated the company’s stance in a statement provided to NTB, noting that the airline joined much of Norway in cheering for the national team through a limited number of spontaneous posts based on social media trends. Myhre expressed regret that the supportive posts triggered a lawsuit while voicing hope for constructive dialogue.
Experts Say Airline Breached Marketing Rights
Tangen stated that individuals possess a legal right to avoid being linked to commercial marketing without authorization, adding that the connection to Haaland is too prominent for the airline to escape liability.
Regarding the airline’s explanation, Karl-Fredrik Tangen told NRK that while a private individual might have said such a thing, a professional company cannot.
Lasse Gimnes, a communications advisor who represents profiles such as Johannes Høsflot Klæbo, shared a similar assessment with NRK. Gimnes characterized the posts as a clear breach, arguing that companies frequently utilize sports figures in advertising contexts.
The Oslo District Court will convene its preliminary video hearing on October 9, 2026, to address the dispute. No further court dates or rulings have been announced.