Norwegian Air Shuttle sued over World Cup aircraft ponytail ad
Erling Haaland has sued Norwegian Air Shuttle over a 2026 World Cup social media post featuring a Boeing 737 with a blonde ponytail, alleging unlawful use of his image to sell flights.
Norwegian Air Shuttle faces a lawsuit from footballer Erling Haaland over a World Cup social media post. During the 2026 tournament, the airline posted a digitally edited image showing one of its Boeing 737s sporting a large blonde ponytail with the caption 'we’ve never looked more Norwegian'.
Haaland, the Norwegian Manchester City striker known for his signature ponytail, claims the post was an unmistakable reference to him. The post was later deleted. The legal action, filed by Haaland and York Promotions Ltd, alleges the airline commercially exploited his identity without permission to market plane tickets.
Haaland’s legal challenge
Erling Haaland's lawyer, Thomas Hagen, confirmed the lawsuit against Norwegian Air Shuttle ASA. The claim centres on an alleged breach of marketing law, arguing the airline unlawfully used Haaland's 'distinctive characteristics' for commercial gain during the football World Cup. Haaland's distinctive appearance is highly recognisable to fans, though he has since cut his hair short.
Haaland’s lawyer said: "the case concerns Norwegian’s unlawful use of Haaland’s distinctive signs in its promotion of plane tickets during the football World Cup." The lawsuit claims illicit use of image rights. The dispute is set to move towards an initial digital planning meeting at Oslo District Court on October 9.
Norwegian Air Shuttle’s defence
The low-cost carrier has expressed surprise at the legal action. A spokesperson stated the post was not a commercial ad campaign but a spontaneous, lighthearted show of support for the Norwegian national team. The goal was brand awareness and backing the team during the World Cup.
Norwegian Air Shuttle spokesperson said: "like almost all of Norway, we supported the national team this summer, through a few spontaneous posts inspired by trends on social media." The airline finds the lawsuit difficult to understand, maintaining it was a spur-of-the-moment social media activity.
Procedural status and next steps
The lawsuit was filed through law firm Schjodt. The case is expected to be heard in Oslo District Court on Friday, October 9, 2026. The court will determine whether an iconic hairstyle alone is sufficient to constitute identity theft in commercial advertising.
The amount of damages or compensation sought has not been publicly specified. The matter has moved from a marketing campaign to a legal dispute. The case is expected to be heard in Oslo District Court on Friday, October 9, 2026.
