Erling Haaland Sues Norwegian Air Over Ponytail Ad in Oslo Court

Erling Haaland and Norwegian Air Shuttle are set to face off in an Oslo court to settle a high-profile trademark dispute. At issue is an unauthorized advertising campaign that featured the Manchester City striker’s signature blonde ponytail.

Supporters of Manchester City will closely monitor this court proceeding concerning the legal action Erling Haaland is taking against airline Norwegian Air for alleged trademark infringement during last summer’s World Cup. The claim is that the airline unlawfully exploited Haaland’s commercial characteristics and registered trademarks. Throughout the 2026 World Cup, the budget airline rolled out a promotional image displaying an aircraft fitted with a unique blonde ponytail, paired with the text and slogan: we’ve never looked more Norwegian after posting it on social media.

Haaland Sues Airline over Illicit Image Use

Haaland’s legal team has filed a lawsuit against the airline for the illicit use of his image rights, claiming the campaign commercially exploited his identity without permission or endorsement. The case is due to be heard in Oslo this Friday.

Norwegian Air Shuttle Defends Ad as Lighthearted Banter

Norwegian Air Shuttle voiced astonishment regarding the legal challenge, explaining that the advertisement was meant as a cheerful gesture of backing for the national team. A representative for the airline remarked, We simply wanted to back our team, adding that they find the legal action difficult to understand. Their defense is that it was just lighthearted banter, although they could just point to his current hairdo and ask: What ponytail?

The Open Question

Judges in the upcoming proceedings are tasked with deciding whether a well-known hairstyle alone can amount to unlawful appropriation of identity within commercial promotions.