Norwegian football star Erling Haaland has filed a lawsuit against Norwegian airline Norwing for allegedly using his image without permission during the 2026 World Cup. Haaland's lawyer confirmed that the lawsuit was filed over the airline's unauthorized use of his trademark in a promotional campaign. The case revolves around a social media post featuring an edited image of one of the airline's planes with blonde hair resembling Haaland's hairstyle at the time.
The controversy began when Norwing posted the image on Instagram, accompanied by the phrase "We've never been this Norwegian before." Although the post was later deleted, the airline claimed it was simply trying to engage with the World Cup atmosphere and popular trends on social media. However, Haaland's team argues that the airline's actions constituted an unauthorized use of his image and trademark.
The dispute highlights the complexities of social media engagement and intellectual property rights. Norwing stated that it was surprised by Haaland's lawsuit, emphasizing that its intention was to support the Norwegian national team during the World Cup. The airline expressed hope for a rational dialogue to continue supporting Norwegian athletes in the future.
Haaland, who plays for Manchester City, had a notable performance in the 2026 World Cup, scoring seven goals and leading Norway to the quarterfinals, where they lost to England. His lawyer confirmed that the case will be heard at the Oslo District Court on October 9.
The case raises questions about the limits of social media engagement and the protection of celebrity images. Norwing's use of Haaland's image without permission sparked a heated debate about intellectual property rights in the digital age. Haaland's team argues that the airline's actions were not only unauthorized but also potentially damaging to his reputation.
The outcome of the lawsuit could have significant implications for the use of celebrity images in marketing campaigns. As social media continues to play a major role in advertising, companies must ensure that they have the necessary permissions to use images and trademarks without infringing on intellectual property rights.
The court hearing is set to determine whether Norwing's actions constituted a legitimate attempt to engage with the World Cup atmosphere or an unauthorized use of Haaland's image. The case will likely set a precedent for the use of celebrity images in marketing campaigns and the protection of intellectual property rights in the digital age.
Key points
- Erling Haaland has filed a lawsuit against Norwegian airline Norwing for allegedly using his image without permission during the 2026 World Cup.
