Manchester City and Norway striker Erling Haaland, a global football icon, has found himself at the centre of an ethical debate in his home country after featuring in a new Budweiser beer commercial ahead of this summer’s FIFA World Cup. While the campaign is set to launch in 40 countries, Norway‘s strict alcohol advertising ban means the video will not be shown there, yet the association has still drawn sharp criticism.
Haaland stars alongside former Liverpool manager Jürgen Klopp in Budweiser’s “Let It Pour” promotional video, a campaign tied to the beer brand’s longstanding sponsorship of FIFA. In a press release, Haaland stated, “In my first World Cup, I’m going to give it my all on the pitch, so Budweiser’s Let It Pour campaign really resonates with me because it reflects exactly how I feel about the tournament.” The global nature of the campaign, however, clashes with Norwegian law, which prohibits the advertising of alcoholic beverages.
Local backlash over global campaign
Campaigning groups in Norway have voiced strong disapproval, describing Haaland’s commercial deal as “tragic.” Inger Lise Hansen of Actis, an umbrella organisation focused on drug policy and prevention, expressed particular concern over Haaland’s involvement. “I think this is very special. That someone who is concerned about health – which I feel Haaland is – chooses to be a marketing object for an alcohol brand,” Hansen told Dagbladet. She added that it was “special that it happens during a period when he represents Norway, where alcohol advertising is illegal. This is not about people not being allowed to drink beer when they watch a football match, but that it is our sports hero who is helping to advertise a product that leads to injuries and risks.”
Hanne Cecilie Widnes of IOGT, a voluntary drug prevention organisation, echoed these sentiments, highlighting Haaland’s status as a role model. “It is tragic that Haaland does not see how negative it is for children and young people. He is a great hero for many young people in many countries. It is challenging and very sad,” Widnes stated.
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Norwegian FA defends player’s rights
Despite the domestic outcry, the Norwegian FA (NFF) has defended Haaland’s right to participate in the global campaign. Runar Pahr Andresen, speaking for the NFF, clarified the federation’s position. “Haaland has entered into a personal agreement with one of Fifa’s largest World Cup sponsors, which he naturally has the opportunity to do,” Andresen explained. He further stated, “We can confirm that we are informed about the collaboration. The NFF has guidelines for players during the period they are on assignment for the national team, but a player can participate in a global marketing campaign for a World Cup sponsor.” Andresen also reiterated that the NFF itself cannot engage with beer producers in the Norwegian market due to the ban.
Haaland, a prolific striker for Manchester City, did not respond to Dagbladet’s request for comment on the matter. The situation underscores the complex landscape athletes navigate, balancing lucrative global endorsements with national regulations and public perception, particularly in countries with strict advertising laws.
Sources: www.theguardian.com
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