The post that put Norwegian Air Shuttle in a courtroom was a single image. A digitally altered Norwegian Air Shuttle jet, blonde hair tied into a ponytail on its nose, with the caption “We’ve never looked more Norwegian.” It ran on Instagram and TikTok during Norway’s 2026 World Cup campaign and was later deleted.
Erling Haaland and his commercial company, York Promotions Ltd, did not let it go. Working through the Norwegian law firm Schjødt, they filed suit against Norwegian Air Shuttle ASA at Oslo District Court, with an initial digital planning meeting set for Friday, October 9. Haaland’s lawyer Thomas Hagen confirmed the action to Norwegian media.
“We confirm that, on behalf of York Promotions Limited and Haaland, we have filed a lawsuit against Norwegian Air Shuttle ASA,” Hagen said.
What the ponytail is worth in court
The suit does not accuse the airline of using Haaland’s photograph. It accuses it of using his look. The claim centres on what Haaland’s side calls the unlawful exploitation of his distinctive characteristics and registered trademarks to sell flight tickets at the moment Norway was in the global spotlight. Tore Lunde, a marketing law professor at the University of Bergen, told Norwegian outlets that Haaland has strong grounds under Norway’s Marketing Act and the personality protection built up in Supreme Court case law on athlete likenesses.
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The financial claim has not been detailed publicly. Friday’s hearing is a planning meeting, not the trial itself.
“A lawsuit we do not understand”
Norwegian Air Shuttle is pushing back. The airline’s press officer Eivind Hammer Myhre told Norwegian media the company does not accept the premise of the case.
“It is true that we have received a lawsuit that we do not understand,” Myhre said.
“It is a shame that the cheers have been met with lawsuits, but we hope for a reasonable dialogue.”
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Company spokeswoman Catharina Solli has said the airline’s World Cup posts came out of the mood around the national team and were a handful of spontaneous reactions to social media trends, not an attempt to lift Haaland’s image.
A limp off the pitch in Porto
Haaland was taken off in the 67th minute of Norway’s 2-1 UEFA Nations League defeat to Portugal in Porto on Sunday, replaced by Jørgen Strand Larsen after being seen limping and gesturing to the bench. Kristoffer Ajer put Norway ahead in the 36th minute, João Cancelo equalised two minutes later, and Gonçalo Ramos won it for Portugal in the 79th.
Norway coach Ståle Solbakken has pushed back on the injury reading. He told reporters the substitution was agreed in advance with a tired player who had completed three straight 90-minute shifts for his country.
“He was tired against Wales. That’s why we had a heart-to-heart conversation yesterday,” Solbakken said.
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“He might have played the last 45 minutes against Portugal. That was a discussion. But he has very bad vibes and feelings about it. I am very pleased that he managed to pull out 60 good minutes.”
Haaland received no treatment on the pitch and left the stadium without an obvious limp, according to ESPN’s match report. The next test of his fitness will come at Manchester City, where Enzo Maresca is expected to update reporters before the club’s return to Premier League action.
Before any of that, his lawyers are due in Oslo on Friday.
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