“It’s tragic”
Star striker receives criticism for World Cup commercial
May 2, 2026 – 1:41 p.mReading time: 1 min.
While Erling Haaland is working for a sponsor in the World Cup environment, opinions differ. There is a hail of criticism from his homeland.
The Norwegian professional Erling Haaland is at the center of a debate in his home country because of an advertising appearance. The background is his participation in a campaign for the US beer brand “Budweiser” around the upcoming World Cup in the USA, Mexico and Canada. In one spot, the Manchester City striker can be seen in a photo box with a fan wearing a Viking helmet, and his father Alf-Inge also makes a brief appearance.
From a Norwegian perspective, cooperation is delicate. There has been a comprehensive ban on alcohol advertising in the country since 1975, which also applies to media and social networks. Prevention organizations therefore see a problematic signal.
Hanna Cecille Widnes from the alcohol and drug prevention organization “Actis” called for consequences, according to the Dutch daily newspaper “De Telegraaf”: “I want the Norwegian Football Association to put an end to this,” she emphasized. And further: “It’s tragic that he doesn’t recognize what a negative effect this has on children and young adults.” She also described the involvement of the “great hero” Haaland as “really problematic”.
The Norwegian Football Association, however, assessed the situation differently. Advertising director Runar Pahr Andresen clarified that Haaland had “made a personal agreement with one of the biggest FIFA World Cup sponsors” and “of course he has the right to do so.” The association is informed about the cooperation and accepts the decision.
