Erling Haaland is suing Norwegian airline Norwegian Air Shuttle ASA over a social media advert that used his distinctive ponytail hairstyle in a World Cup-themed post.
According to Norwegian newspaper VG, Haaland and York Promotions Ltd. have filed a lawsuit against the airline over an image posted on social media during the summer’s World Cup campaign. The post showed one of the airline’s aircraft with a large version of Haaland’s recently changed hairstyle placed on top of the plane. The hairstyle featured a ponytail with shaved sides.
The airline accompanied the image with the caption, “We’ve never looked more Norwegian.” The post has since been removed from social media.
The dispute is now heading to court, with a hearing scheduled for October 9 in Oslo. The case concerns the airline’s use of imagery associated with the Manchester City and Norway striker without an apparent commercial agreement with Haaland or his representatives.
Norwegian Air Shuttle said it had received the lawsuit but questioned the basis for the legal action. “It is true that we have received a lawsuit that we do not understand,” Norwegian press officer Eivind Hammer Myhre told VG.
Myhre said the airline had joined the public excitement around Norway’s national team during the tournament and described the social media activity as spontaneous posts inspired by trends circulating online.
“We, like almost all of Norway, have been involved in cheering on the national team this summer through a few spontaneous posts based on trends in social media,” he said.
Haaland’s image had become closely linked to Norway’s World Cup campaign. The striker, who plays his club football for Manchester City, was one of the country’s most recognizable players as Norway made its first appearance at the tournament since 1998.
The hairstyle used in the airline’s post was also a recent change for Haaland. Known for wearing his long hair in a ponytail, he had cut it into a style featuring a shorter, shaved look around the sides while retaining the ponytail on top.
Norway’s run at the tournament ended in the quarterfinals after a 2-1 defeat to England. The team’s return to the World Cup generated significant attention in Norway, giving companies and brands an opportunity to join the national excitement through social media campaigns.
The lawsuit puts a legal question around that type of marketing into focus. Public figures can attract considerable commercial value through their names, appearance and recognizable personal image, while brands often use topical events and cultural moments to create social media content. The Haaland case will determine how the specific circumstances of the airline’s post are treated under Norwegian law.
For Norwegian Air, the dispute began with a single social media image. It will now be considered in an Oslo courtroom, where Haaland and the airline will have an opportunity to present their respective positions.
