Haaland Faces Backlash in Norway Over Role as Global Ambassador for Beer Brand

Budweiser has enlisted one of football’s most prominent and accomplished figures, Erling Haaland, to promote its sponsorship of the FIFA World Cup.

“As I embark on my first FIFA World Cup, I’m committed to giving my all on the pitch. Budweiser’s ‘Let It Pour’ campaign resonates with me as it captures my feelings heading into the tournament,” Haaland, Budweiser’s global ambassador, stated in a press release.

However, the campaign has sparked controversy back in Norway, where many are upset that Haaland is endorsing an alcoholic beverage.

“I find it quite surprising and, frankly, disappointing that a leading role model for children and youths in Norway has chosen to promote alcohol,” commented Ragnhild Kaski, Secretary General of the Norwegian alcohol-awareness organisation Av-og-til, in an interview with Nettavisen.no.

“We, along with many others, anticipate that the NFF (Norwegian Football Association) will need to clarify whether this association with the national team aligns with the sport’s stance on alcohol and the existing advertising ban in Norway,” Kaski added, noting that advertising alcohol is prohibited in the country.

The Norwegian Football Association responded to Nettavisen, acknowledging their awareness of the campaign but asserting that players are free to engage in “global marketing campaigns for World Cup sponsors” when not in national team training.

Furthermore, the association explained that it cannot enter into partnerships with alcohol brands for the Norwegian market due to local prohibitions.

“Haaland has a personal agreement with one of FIFA’s major World Cup sponsors, and he is certainly entitled to pursue that. We can confirm that we have been informed about this collaboration,” stated Runar Pahr Andresen, commercial director at the Norwegian Football Association, to VG.no.