Haaland sues Norwegian over use of his signature ponytail on a plane during the World Cup

Erling Haaland has sued Norwegian Air Shuttle over the unauthorized use of his image and his famous blond ponytail in an advertising campaign linked to the last World Cup held across the United States, Mexico and Canada. The legal action, filed on behalf of the Manchester City striker and the company York Promotions, targets what they describe as the illicit commercial exploitation of the features that make the Norwegian forward instantly recognizable.

• The lawsuit accuses Norwegian of exploiting Haaland's image to sell flights during the World Cup.
• The airline decorated a plane with the player's ponytail and the slogan "We have never looked more Norwegian."
• Norwegian removed the image from its social media channels after confirming it had received the complaint.
• The company calls the measure incomprehensible and hopes for a reasonable dialogue.
• A court in Oslo will hold a preliminary hearing on October 9.

What Haaland is seeking from Norwegian Air Shuttle

Lawyer Thomas Hagen confirmed to the Norwegian newspaper VG that the lawsuit has been filed against Norwegian Air Shuttle on behalf of York Promotions and Erling Braut Haaland himself. The case centers on the unlawful use of the striker's distinctive features to promote flights during the global tournament. The complaint goes beyond an ordinary photo: what the airline used was precisely the player's most identifiable trait, his blond ponytail, turned into the main visual hook of the campaign.

How Haaland's ponytail became an advertising icon

Haaland's hairstyle became a phenomenon during the World Cup. The airline painted a large blond ponytail on the tail of one of its aircraft, accompanied by a Norwegian slogan proclaiming that they had never looked more Norwegian. The image, shared on social media, appealed directly to national pride and to the striker's bond with his country, but without the player's consent to link his identity to the brand.

The forward, who cut off his ponytail after the tournament, has shown on several occasions that he carefully controls the commercial use of his image. In this instance, Norwegian's campaign built on a viral social media trend to cheer on the Norwegian national team, something the company views as a show of support rather than a commercial advertising use with financial intent.

Norwegian's response: disbelief and a call for dialogue

The airline confirmed on Thursday to the NTB news agency that it had received the lawsuit and removed the image of the plane with the ponytail from its social profiles. Norwegian described the move as incomprehensible and expressed regret that a few posts based on social media trends, created to support the Norwegian national team, have ended in legal action. The company expressed hope that a reasonable dialogue will allow it to keep supporting the country's sporting heroes in the future.

Key dates in the Haaland vs Norwegian case

The dispute will get its first judicial test in Oslo. A court of first instance in the Norwegian capital has set a preliminary hearing between the parties for October 9, according to VG. This procedural step will help define the positions of both sides and determine whether the case moves toward a full trial or opens the door to an out-of-court settlement.

The outcome of the case could set an important precedent in Norway regarding the limits of using athletes' images in brand campaigns that appeal to national feeling. Haaland, one of the biggest commercial assets in European football, has made clear that he is not willing to give up his face or his signature features without prior negotiation.

Frequently asked questions about Haaland's lawsuit against Norwegian