Erling Braut Haaland, a prominent Norwegian football player, is taking legal action against Norwegian Air Shuttle for using his image in promotional materials during the World Cup without his permission. His lawyer, Thomas Hagen, explained that the case centers on the airline's use of Haaland's recognizable features in marketing airplane tickets during the tournament. The issue came to light after the newspaper Verdens Gang (VG) reported that Norwegian had taken down a social media post featuring a photo collage of one of its planes with a braid, a style Haaland had recently been known for. The original post included the caption, "We have never looked more Norwegian." Norwegian Air Shuttle confirmed it had received a court summons and expressed confusion over the legal action. The airline stated that its social media posts during the World Cup were spontaneous and inspired by current trends, and it expressed regret that these efforts had resulted in legal challenges. Norwegian hopes to continue supporting sports figures in the future through open dialogue. The case highlights the growing importance of image rights in sports and marketing. Athletes are increasingly aware of how their likeness is used by brands, and legal actions like Haaland’s are becoming more common. This case is expected to set a precedent for how companies handle the use of athletes' images in promotional campaigns. A court hearing is scheduled for October 9 in Oslo, where both parties will present their arguments. The outcome of the case could influence future interactions between sports figures and companies looking to use their images for marketing purposes. Until then, the situation remains under legal review, with both Haaland and Norwegian Air Shuttle preparing for the proceedings.