Norwegian Air Shuttle faces lawsuit over World Cup ad featuring Erling Haaland
Norwegian Air Shuttle published a World Cup‑time advertisement on its Instagram and TikTok accounts that highlighted Erling Haaland’s distinctive physical characteristics and included the slogan “We’ve never looked more Norwegian.”1
Haaland and York Promotions allege the ad used his commercializable personality traits and registered trademarks without permission, prompting the removal of the content after legal action and scheduling a court hearing for October 9, a case expected to influence how athletes’ image rights are applied in corporate social‑media advertising.1
The upcoming hearing will determine the permissible scope of using an athlete’s image in promotional material.1