Erling Haaland Faces Backlash in Norway Over Budweiser World Cup Advertising Campaign

Norway’s Erling Haaland faces backlash from health groups for promoting Budweiser, despite Norwegian laws strictly banning alcohol advertisements.

By: AXL Media

Published: Apr 30, 2026, 4:00 AM EDT

Source: Information for this report was sourced from YSScores

Global Marketing Campaign Triggers Domestic Ethical Debate

Erling Haaland has become the center of a heated controversy in Norway following the release of a new promotional video for the American beer brand Budweiser. The campaign, titled "Let It Pour," features the Norwegian forward alongside former Liverpool manager Jürgen Klopp and is designed to build momentum ahead of the 2026 World Cup. While the partnership is a personal commercial agreement, it has touched a nerve in a nation that maintains some of the world's most stringent regulations regarding the promotion of alcoholic beverages. Although the video is scheduled to air in 40 countries, it will be conspicuously absent from Norwegian television and digital platforms to comply with local statutes.

Health Organizations Condemn Impact on Youth Role Models

The reaction from Norway’s addiction prevention sector has been swift and unforgiving. Inger Lise Hansen, representing the prominent organization Actis, described Haaland’s decision to align himself with an alcohol brand as "strange and unfortunate." Critics argue that as a world-class athlete who promotes a rigorous, healthy lifestyle, Haaland serves as a primary role model for millions of children and adolescents. Hanne Cecilie Widnes of the IOGT organization echoed these sentiments, stating that the psychological impact on young fans remains significant regardless of whether the advertisement is technically blocked within Norwegian borders.

Norwegian Football Association Defends Player Autonomy

In contrast to the criticism from social organizations, the Norwegian Football Association (NFF) has moved to shield the player from professional repercussions. The NFF clarified that the agreement is an entirely personal contract between Haaland and a long-standing partner of FIFA. Association officials emphasized that national regulations are being fully respected because the campaign is not being marketed or targeted toward the Norwegian public. The NFF further noted that professional athletes retain the right to engage in global commercial opportunities as long as those activities do not interfere with their duties or regulations while representing the national team.