Manchester City and Norway striker Erling Haaland has reportedly launched legal action against Norwegian airline Norwegian Air Shuttle ASA over a social media advert that featured his famous hairstyle without his approval.
According to Norwegian publication VG, Haaland and York Promotions Ltd. have filed a lawsuit against the airline over a post that used an image inspired by the footballer’s distinctive ponytail hairstyle.
The advert, which has since been deleted, showed a photograph of a Norwegian Air Shuttle aircraft with what appeared to be Haaland’s signature hairstyle placed on top of the plane.
The post carried the caption: “We’ve never looked more Norwegian.”
The unusual marketing move has now become the subject of a legal dispute, with a court hearing scheduled for October 9 in Oslo.
Here are five important details about the reported case.
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1. Erling Haaland and York Promotions filed the lawsuit
According to VG, the legal action was filed by Haaland and York Promotions Ltd. against Norwegian Air Shuttle ASA.
The dispute reportedly centres on the airline’s use of an image associated with the footballer’s recognisable hairstyle in a social media advertisement.
The report does not provide the full details of the legal claims or the amount of compensation being sought.
However, the case raises questions about the commercial use of a famous person’s identity and distinctive appearance in advertising.
2. The airline used Haaland’s ponytail in a plane advert
The controversy began after Norwegian Air Shuttle shared a photograph of one of its aircraft with a hairstyle resembling Haaland’s well-known look.
The footballer had recently changed his hairstyle, cutting the sides while retaining a ponytail.
The airline’s social media team appeared to turn the look into a humorous promotional idea by placing the hairstyle on top of the aircraft.
The caption read: “We’ve never looked more Norwegian.”
Although the post appeared to be a light-hearted attempt to join a social media trend, it has reportedly triggered a legal challenge from the footballer and his representatives.
3. Norwegian Air Shuttle says it does not understand the lawsuit
Norwegian Air Shuttle has acknowledged receiving the lawsuit, although the company says it does not understand the reason behind the legal action.
The airline’s press officer, Eivind Hammer Myhre, told VG that the company had been celebrating Norway’s national football team alongside other supporters.
He explained that the airline had made spontaneous social media posts inspired by trends circulating online.
His comments suggest that the company viewed the post as part of the wider public excitement surrounding Norway’s football success.
However, the airline’s explanation does not settle the legal dispute, which will be considered through the court process.
4. The disputed advert has been deleted
The social media post at the centre of the controversy has reportedly been removed.
It is not clear from the available report exactly when the airline deleted the advert or whether the removal was connected to the legal action.
The deletion, however, has not ended the dispute, as Haaland and York Promotions have proceeded with the lawsuit.
The case could draw attention to how companies use the names, images and distinctive personal features of famous athletes when creating promotional content.
For businesses and marketing teams, the situation also highlights the importance of considering image rights and permissions before using a celebrity’s recognisable identity in commercial campaigns.
5. Court hearing scheduled for October 9 in Oslo
The next significant development is expected to take place on October 9, when a hearing is scheduled in Oslo.
The hearing will bring the dispute before the court, although the supplied report does not establish what outcome either side is seeking or whether a final decision will be delivered on that date.
Until further details emerge, the legal claims and the airline’s response remain part of an ongoing dispute.
What the Erling Haaland airline dispute means
The reported lawsuit involving Erling Haaland and Norwegian Air Shuttle has attracted attention because of the unusual nature of the advertisement.
What began as a humorous social media post featuring a footballer’s hairstyle has developed into a legal disagreement involving one of Norway’s most recognisable sporting figures.
The case also highlights the potential risks businesses face when using celebrity-inspired images and personal features in marketing campaigns.
For now, attention will turn to the scheduled October 9 hearing in Oslo, where further details about the dispute may emerge.
Neither the lawsuit nor the airline’s response should be treated as a final determination of the legal issues.
Original report – VG (Norway): Erling Haaland sues Norwegian Air after World Cup advert
