Erling Haaland sues Norwegian Air over unauthorized use of his hairstyle

Norwegian professional footballer Erling Haaland has initiated legal action against the airline Norwegian Air. The lawsuit, confirmed in early October 2026, centers on allegations that the airline used his signature hairstyle and likeness in a commercial advertising campaign without obtaining the necessary authorization.

The athlete argues that this promotional activity constitutes an infringement of his personal branding rights. Haaland is seeking financial compensation for the unauthorized use of his distinctive appearance, which has become a recognizable aspect of his public persona. This case underscores the increasing focus on the protection of intellectual property and personal identity rights among elite global athletes when their likenesses are utilized in marketing efforts.

The dispute highlights the ongoing tensions regarding the intersection of personal branding and corporate advertising. While no specific court dates have been announced, the legal proceedings are officially underway to address the alleged breach of image rights. The outcome of this case may set a precedent for how brands are permitted to reference the identifiable characteristics of famous individuals in future commercial endeavors.