Erling Haaland Sues Norwegian Air Over Alleged Image Rights Misuse

Erling Haaland has begun legal action against Norwegian Air Shuttle ASA over social-media material that allegedly used his image and trademarks to sell airline tickets during Norway’s World Cup campaign.

Case filed in Oslo over airline promotions

The Manchester City striker and York Promotions Ltd, a British company, are represented by the law firm Schjodt in proceedings before Oslo District Court. The claim concerns promotional posts placed on Instagram and TikTok while Norway were competing at the World Cup.

Haaland’s case is based on the allegation that the airline used his commercial identity and registered trademarks without permission in ticket marketing. A video planning hearing led by the court has been set for Friday, October 9.

• The disputed content showed a Norwegian Air Shuttle aircraft altered digitally to feature Haaland’s distinctive blond ponytail.
• The accompanying message said: “We’ve never looked more Norwegian”.
• The posts were subsequently removed after legal action was taken.
• The airline has indicated that it wants to settle the disagreement through discussions before the October hearing.

Airline disputes basis of claim

Norwegian Air Shuttle has described the posts as humorous social-media content and said it does not understand the legal complaint. Press officer Eivind Hammer Myhre said the company regretted that its support for a national sporting figure had resulted in litigation, while expressing hope that a sensible agreement can be reached.

Myhre added that the airline wanted to retain the freedom to celebrate Norway’s sporting stars in future.

Commercial-rights questions at centre of dispute

Marketing-law specialists believe Haaland may have a strong position under Norway’s Marketing Act and the country’s rules protecting personal commercial rights. Previous Supreme Court decisions have supported athletes whose likenesses were used by businesses without authorisation.

The action also reflects the importance of enforcing player trademarks. Legal representatives argue that failing to challenge unauthorised commercial use can create harmful precedents for future exploitation of a player’s name, appearance and brand.

Haaland remains with Norway in Cardiff

The legal matter follows a productive World Cup for Haaland, who scored seven times as Norway reached the quarter-finals. Norway beat Brazil during the tournament before their campaign ended with defeat to England.

Haaland is now in Cardiff with Stale Solbakken’s national squad as Norway prepare to face Wales in the UEFA Nations League on Thursday evening. The forward will seek to extend his already prolific international record while the team attempt to carry their summer form into the next fixture.