Norway drew attention ahead of World Cup 2026 after releasing promotional photos that show players dressed with Viking-inspired props. Erling Haaland and his teammates appear with shields, axes, bows and longships — familiar symbols from Nordic history.
The Norwegian football federation wanted a bold and recognizable image for the national team. The reaction, however, has been mixed. Critics argue that Viking imagery can be associated with violence, conquest and symbols later adopted by extremist groups.
The debate is less about football and more about how a national team should use cultural heritage. Supporters see the campaign as a celebration of history and fighting spirit. Opponents say the concept risks presenting a narrow version of modern Norway.
With Haaland leading the squad, Norway is expected to attract major attention at World Cup 2026. Before the tournament begins, the team has already created a conversation — useful for visibility, but also a source of pressure.