Haaland Sues Norwegian Air Over Unauthorised Use of Signature Blonde Ponytail
SingTao · 3 SOURCESabout 3 hours ago2 MIN
Summary
Manchester City and Norway national team striker Erling Haaland has launched legal action against Norwegian Air Shuttle (Norwegian Air Shuttle ASA), accusing the airline of unauthorised commercial use of his distinctive personal features. The dispute stems from a World Cup-period social media post in which the carrier digitally manipulated an aircraft image to depict Haaland's trademark blonde ponytail, accompanied by the tagline "We've never looked more Norwegian." Haaland's legal representatives filed the lawsuit at Oslo District Court, alleging violations of Norway's Marketing Act. The case is scheduled for a pre-trial video conference on October 9, with both parties preparing for their first direct confrontation before a judge.
Key Points
- Haaland's commercial agency York Promotions Limited, through law firm Schjodt, filed the lawsuit at Oslo District Court on grounds of violating Norway's Marketing Act
- Norwegian Air Shuttle posted a digitally altered aircraft photo featuring Haaland's signature blonde ponytail during the World Cup with caption "We've never looked more Norwegian"
- Haaland's lead counsel Thomas Hagen stated the airline exploited the player's distinctive personal brand feature for commercial ticket promotion without authorisation
- Oslo District Court will hold a pre-trial conference via video link from 10:00 to 11:00 on October 9
- University of Bergen marketing law expert Tore Lunde says Haaland has strong legal grounds, citing established Supreme Court precedents protecting athletes' portrait rights
Why It Matters
This case highlights how sports stars are increasingly aggressive in protecting their commercial identity rights, especially their recognisable physical features that form part of their personal brand . The outcome could set a precedent for how European courts define the boundaries between spontaneous fan support and illegal commercial exploitation of celebrity likenesses, potentially affecting marketing practices across the continent .
This case highlights how sports stars are increasingly aggressive in protecting their commercial identity rights, especially their recognisable physical features that form part of their personal brand . The outcome could set a precedent for how European courts define the boundaries between spontaneous fan support and illegal commercial exploitation of celebrity likenesses, potentially affecting marketing practices across the continent .