Norwegian star Arling Haaland has filed a lawsuit against Norwegian Air Shuttle, accusing it of exploiting his image and unique features to promote travel tickets during the 2026 World Cup.

Haaland's lawyer, Thomas Hagen, told Norwegian newspaper VG that the lawsuit relates to the company's illegal use of the actor's features in its promotional campaign, while Oslo court records show that October 9 has been set as the date for a preliminary meeting bringing the two sides together, ahead of a possible trial.

The case goes back to the airline's social media posts, which included a photo of a plane designed to mimic Haaland's previous hairstyle, including a blonde ponytail, and accompanied by the sentence: "We've never looked so Norwegian."

The company for its part confirmed the receipt of the lawsuit, and its spokesperson, Eivind Hammer Meure, expressed his astonishment at this, explaining that it supported the Norwegian team during the World Cup, and published a limited number of spontaneous posts inspired by trends on social networks.