Erling Haaland’s growing status as one of the defining figures of the World Cup was evident when Norway’s press conference before their quarter-final against England descended into a media scramble.
A reported 135 journalists, photographers and camera operators attended the event, creating scenes rarely witnessed around the Norwegian national team.
Haaland’s arrival immediately prompted a rush towards the front of the room. Some members of the media stood on chairs and tables in an effort to secure a clear photograph of the Manchester City striker.
It was Haaland’s first appearance at a Norway pre-match press conference since the decisive World Cup qualifier against Italy at San Siro in November 2025.
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Reporters scramble for Haaland pictures
According to TV 2 Sport’s coverage of the extraordinary press conference, journalists from across the world had travelled to hear from the striker before Norway’s biggest international match in decades.
Daily Star reporter Anand Ravit described the reaction inside the room.
“There are very few players in world football who can create what we saw,” he said. “Grown men and women went completely wild trying to get a picture of Erling Braut Haaland.”
“We had people standing on chairs and tables to get Haaland in the frame.”
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The attention underlined how dramatically Norway’s profile has changed during the tournament.
Haaland scored twice in the round-of-16 victory over Brazil and entered the England match with seven goals, making him one of the leading candidates for the Golden Boot.
Haaland embraces extraordinary attention
Despite the crowded room and constant sound of camera shutters, Haaland appeared relaxed.
The 25-year-old said the level of attention should be viewed as recognition of what Norway had achieved during their historic World Cup campaign.
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“I think it is nice,” Haaland said.
“It means that you are doing something right and that your country is doing something right. I think it is fantastic.”
Haaland has often maintained a limited relationship with the Norwegian press and has rarely appeared at national-team news conferences in recent years.
He was far more accessible following Norway’s victory over Brazil, however, remaining in the mixed zone to answer questions even as Norwegian Football Federation officials attempted to move him towards the team bus.
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As described by Dagbladet after the Brazil victory, Haaland repeatedly stopped to speak to reporters, creating large crowds of cameras and microphones around him.
Global interest driven by Norway’s biggest star
NRK football expert Kristoffer Løkberg said the attention surrounding Norway’s quarter-final was unprecedented but unsurprising.
“The interest is enormous,” Løkberg said. “Most of it is because of Norway’s biggest star, Erling Braut Haaland.”
Norway’s unexpected progress has introduced Haaland to audiences beyond those who regularly follow the Premier League or Champions League.
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His goals, celebrations and personality have become central to the story of the tournament, while Norway’s victories over Ivory Coast and Brazil have increased expectations that the team can continue its historic run.
AFP journalist Kieran Canning suggested that the scale of the attention was more unusual for the Norwegian federation than for Haaland himself.
“I think he is used to it,” Canning said. “It may be new for the Norwegian association to experience this much interest, but Haaland is a global superstar, so it comes naturally to him.”
“He knows what he is doing. He is well trained in dealing with the media and very polished.”
Social media following grows rapidly
Haaland’s popularity has also increased dramatically online during the World Cup.
His Instagram account now has more than 59 million followers. Reports suggest that he has gained close to six million since the tournament began, moving him beyond several other leading young footballers.
The claim that his following increased from 44 million to 59 million in two weeks could not be independently substantiated and appears to overstate the increase.
His presence has also been amplified by a flood of memes, edited photographs and artificial intelligence-generated videos.
As reported by Wired, Haaland has developed into an online character whose reach extends far beyond genuine footage of his performances.
Many viral posts show invented scenes involving the striker, making it increasingly difficult for viewers to distinguish between authentic content and artificial creations.
England clash brings further spotlight
The frenzy surrounding the press conference provided an indication of the attention expected for Norway’s quarter-final against England.
Haaland was born in Leeds while his father, Alfie, was playing in the Premier League and has spent the most successful period of his club career in English football.
The match therefore carries an additional personal dimension for a striker who knows many of England’s players from domestic competition.
Norway have never previously reached a men’s World Cup semi-final. Their best performance before 2026 came in 1938, when they were eliminated in the opening round.
Haaland’s goals have already helped transform this campaign into the greatest in the country’s history. The chaos surrounding his appearance before the England match showed that Norway’s rise has also turned their leading player into one of the tournament’s most sought-after figures.
