Erling Haaland has initiated legal proceedings against Norwegian Air Shuttle ASA for the airline using his face and identity without authorisation to promote a World Cup advertising campaign.
“We have filed a lawsuit,” lawyer Thomas Hagen told AFP.
“We can verify that in the name of York Promotions Ltd. And Erling Braut Haaland we have initiated legal proceedings against Norwegian Air Shuttle ASA,” Hagen told VG.
“The case relates to that Norwegian has used the footballer Haaland’s identity and brand without his consent in connection with marketing of airline tickets related to the World Cup,” he said.
The terms of the case have not been disclosed but Norwegian has since deleted multiple social media posts of Haaland.
Another post featured a Norwegian aircraft with Haaland’s trademark hairstyle edited onto it, with the text: “We have never looked more Norwegian”.
There was also a video of the incident posted on Tik Tok.
The Norwegian carrier said it had been served but called the action a “baffling” development.
“We have received a lawsuit, which we find puzzling,” Myhre said.
He said the posts were spontaneous responses to the Norway national team performance this summer.
“It’s unfortunate these cheers have led to legal action, but we hope for a reasoned discussion so that we can keep cheering for our sports icons together,” Myhre said.
The case will now be settled in court on whether the Norwegian’s commercials showing Haaland’s image have violated his image rights.
