According to Norwegian media outlet Nettavisen, Manchester City striker Erling Haaland and his company have officially filed a lawsuit against Norwegian Air Shuttle for using his image in commercial promotions. Legal and marketing experts believe Norwegian Air is in a disadvantageous position in this dispute, as they are suspected of commercially exploiting Haaland's image without permission.

Read also: L'Équipe: Haaland Sues Norwegian Air Over Image, Hearing Set for October 9

This week, it was reported that 24-year-old Haaland and his company, York Promotions Ltd., through law firm Schjødt, have filed a lawsuit against Norwegian Air Shuttle ASA. Haaland's team believes that Norwegian Air illegally used Haaland's personal image without permission during the World Cup last summer for marketing and ticket sales promotion.

Previously, VG uncovered the incident, noting that Norwegian Air had removed the promotional image from its account. The image showed a Norwegian Air aircraft with a head digitally added above the cockpit that, based on appearance and hairstyle, resembled Haaland, though the identity was not officially confirmed.

Monica Syrdahl, a partner at law firm Hjort, stated in an interview with Nettavisen: "This is certainly an eye-catching marketing move, but it appears inappropriate."

Syrdahl specializes in copyright, trademark, and marketing law. She believes Haaland's team has several legal grounds for the lawsuit, including unwritten principles protecting personality rights under Norwegian law, the Marketing Act, and individual portrait rights. The case has been filed with Oslo District Court, with a hearing scheduled for October 9.

Syrdahl stated: "A company cannot arbitrarily use a celebrity's image like Haaland's in marketing activities unless Norwegian Air actually has an agreement with him."

She also referenced a 2009 Norwegian Supreme Court precedent. At that time, the organization "Tromsø 2018," responsible for submitting Norway's bid for the 2018 Winter Olympics, used a photo of snowboarder Einar Aas in their Olympic bid materials without his consent. The organization was ordered to pay 80,000 Norwegian kroner in compensation and 890,000 Norwegian kroner in legal fees.

Norwegian Air has declined to comment further on the lawsuit. However, the company previously told Nettavisen that it does not understand why Haaland's team is taking legal action.

Eivind Hammer-Müller, Norwegian Air's press spokesperson, stated: "We have indeed received the lawsuit documents, but we are puzzled by it. Like most Norwegians, we cheered for the national team last summer. We simply posted a few messages of support, in line with social media trends. It is unfortunate that this show of support has led to a lawsuit. However, we hope for rational dialogue between both parties so we can continue supporting our sports heroes together in the future."

Beyond the legal dispute, Trond Blindheim, an associate professor at Kristiania University College in Norway and an expert in marketing communications and consumer behavior, has also criticized Norwegian Air's marketing practice.

Blindheim stated: "Norwegian Air tried to capitalize on the massive attention Haaland commands to gain commercial advantage without paying anything. Simply put, they exploited Haaland's fame."

He emphasized that Haaland is no longer just a Norwegian sports star but a global brand with commercial value comparable to world-class players like Messi and Cristiano Ronaldo.

Blindheim continued: "When Norwegian Air used his image without payment, I actually think it damages Norwegian Air's own brand. Even if the post was initially meant as humor, many football fans can see that they borrowed the characteristics of this global superstar's personal image without permission."

Blindheim also pointed out that such behavior can lead to unfair competition. He stated: "During the World Cup, many products in stores use photos of Haaland and the Norwegian national team, but these businesses pay for it. If other companies can freely use these images and derive commercial value from them, then the problem becomes more serious."

Although Haaland currently earns substantial income at Manchester City, both experts emphasize that it is still necessary for Haaland and his advisory team to protect his commercial value. The issue of unauthorized use of his image should not be overlooked simply because he has already earned significant income.

Syrdahl explained: "Endorsement deals and licensing his image to others represent a significant portion of Haaland's income. If someone uses it without permission, he not only loses potential earnings but also risks his personal brand being overexposed."

Blindheim, mindful of the uncertainty of an athlete's career, emphasized the importance of brand protection.

He said: "An athlete's career is very fragile. After a serious injury occurs, the career could end. Therefore, he must have a brand that can continue generating income for him after retirement. His advisory team must do everything possible to protect this brand and clearly tell others: the line stops here, no further."

Regarding whether this case will ultimately proceed to formal trial, there is still uncertainty. Although Haaland's team has filed the lawsuit and Oslo District Court has scheduled a procedural meeting for both parties' lawyers, there is still a possibility they could reach a settlement before the formal trial begins.

Syrdahl stated: "In Norway, we sometimes encounter similar cases, but usually the matter is resolved before both parties actually go to court."

However, she believes that Haaland's current lawsuit is significantly different from typical portrait rights disputes involving ordinary celebrities in Norway, particularly due to Haaland's enormous global commercial value.

Syrdahl concluded: "The most interesting aspect of this case is the very substantial economic value Haaland holds in the marketing field. Few Norwegian celebrities can achieve comparable commercial value. For a company, the marketing value generated from using a globally famous superstar is truly unique, and this will also affect the potential compensation amount that might be awarded."

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