An airline posted a joke about a footballer's hair, and now it is facing him in court. Erling Haaland is suing Norwegian Air Shuttle in Oslo over a social media campaign built around his blonde ponytail, and the airline says it simply does not understand why.
What the airline posted
During Norway's World Cup run, Norwegian put a digitally edited image of one of its aircraft on Instagram and TikTok. The plane had been given Haaland's ponytail. The caption read, "We've never looked more Norwegian." The posts were later deleted.
Haaland's side sees it differently from a bit of fun. The claim, brought together with York Promotions Ltd through the law firm Schjodt, is that the airline unlawfully used his commercial characteristics and registered trademarks to market airline tickets.
The court and the date
The case is in front of Oslo District Court, and a video planning hearing is set for Friday 9 October. No figure for damages has been made public. That means the early stages will be about process rather than money, and the next real sign of direction will come from that hearing.
How each side is playing it
Norwegian's press officer, Eivind Hammer Myhre, confirmed the airline has received the lawsuit and said it is something it does not understand. He described the posts as light-hearted social media banter and said the company regrets that a friendly gesture has been answered with legal action.
An outside voice leans towards the player. Professor Tore Lunde of the University of Bergen, who knows the field, has said Haaland has strong grounds under Norway's Marketing Act and its rules on personality protection. That is one expert's opinion, not a ruling, and the airline will have its chance to argue the opposite.
For now this is a dispute over where affectionate nods to a star end and commercial use of his image begins. Haaland, a Manchester City striker and Norway's most recognisable player, has chosen to test it in a courtroom.
Case context: Erling Haaland and York Promotions Ltd v Norwegian Air Shuttle, Oslo District Court. Video planning hearing: Friday 9 October 2026. Counsel: Schjodt. Damages: not disclosed. Source: Goal.
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