Haaland Faces Backlash in Norway Over Budweiser Ambassador Role

Haaland Faces Backlash in Norway Over Budweiser Ambassador Role

Erling Haaland, Manchester City striker and Norwegian international, has drawn criticism at home after becoming a global ambassador for Budweiser in a FIFA World Cup sponsorship campaign.

The American beer company partnered with one of football’s most prominent players to promote its connection to the tournament. In a statement, Haaland explained his involvement: “In my first FIFA World Cup, I’ll be leaving everything on the pitch, so Budweiser’s ‘Let It Pour’ campaign really hits home because it reflects exactly how I feel heading into the tournament.”

The commercial has sparked controversy in Norway, where advertising alcohol is illegal. Ragnhild Kaski, Secretary General of Norwegian alcohol-awareness organization Av-og-til, expressed concern to Nettavisen.no: “I think it’s very surprising, and also disappointing that one of the biggest role models for children and young people in Norway chooses to advertise for alcohol.”

Kaski raised questions about the Norwegian Football Association’s position on the matter, particularly given sport’s established stance against alcohol promotion. She stated: “We, and probably many others, expect that the NFF must clarify whether the link to the national team is within the framework, precisely in light of the sport’s attitude towards alcohol and the advertising ban in Norway.”

Norwegian Football Association Response

The Norwegian Football Association clarified that players are permitted to participate in global marketing campaigns for FIFA World Cup sponsors when not in national team camp. Runar Pahr Andresen, commercial director at the Norwegian Football Association, told VG.no: “Haaland has entered into a personal agreement with one of FIFA’s largest World Cup sponsors, and he is, of course, able to do so. We can confirm that we have been informed about the collaboration.”

The federation emphasized that it cannot enter into agreements with beer producers on the Norwegian market due to legal restrictions. The association maintains that Haaland’s endorsement represents a personal contract rather than an official national team affiliation, distinguishing it from Norway’s strict alcohol advertising regulations.