According to Norwegian media outlet Nettavisen, Manchester City striker Erling Haaland and his company have officially filed a lawsuit against airline Norwegian Air for using his image for commercial purposes. Several legal and marketing experts believe Norwegian Air is at a disadvantage in this dispute, as it is suspected of unlawfully exploiting Haaland's commercial value for profit.

Read more: L'Équipe: Haaland sues Norwegian Air over image use; hearing scheduled for October 9

On Wednesday, news emerged that 26-year-old Haaland and his company, York Promotions Ltd., represented by law firm Schjødt, have filed a lawsuit against Norwegian Air Shuttle ASA. Haaland's team alleges that Norwegian Air unlawfully used his personal image during the summer World Cup to market and sell tickets without permission.

Previously, VG reported on the matter, noting that Norwegian Air removed an advertisement from its account. The image showed a Norwegian Air plane with a human head resembling Haaland in appearance and hairstyle superimposed above the cockpit, though the identity was never officially confirmed.

Monica Syrdal, a partner at law firm Hjort, told Nettavisen: "This is certainly an interesting marketing stunt, but it appears to be improper."

Syrdal primarily works in copyright, trademark, and marketing law. She believes Haaland's team has legal grounds for the lawsuit, including personality rights—which Norwegian law does not clearly define—the Marketing Act, and personal image rights. The case has been filed with Oslo District Court, which has scheduled a hearing for October 9.

Syrdal said: "Companies cannot freely use images of a celebrity like Haaland in marketing activities unless Norwegian Air had actually reached an agreement with him."

She also referenced a 2009 Supreme Court precedent. At that time, the organization "Tromsø 2018," responsible for bidding on the 2018 Winter Olympics, used a photo of snowboarder Andy Finch in bidding materials without his consent. The organization was ultimately ordered to pay 80,000 Norwegian kroner in damages and 890,000 Norwegian kroner in legal fees.

Norwegian Air has not yet commented further on the lawsuit. However, the company previously told Nettavisen it does not understand why Haaland's side pursued legal action.

Norwegian Air spokesperson Eivind Hammer-Miller said: "We received the lawsuit documents, but we are very confused. Like most people in Norway, we supported the national team this summer. We simply posted a few supportive messages, consistent with social media trends, as a temporary measure. It is unfortunate that these supportive actions have led to a lawsuit. However, we hope both sides can engage in reasonable dialogue so we can continue to support our shared sports heroes in the future."

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

Blindheim said: "Norwegian Air is attempting to capitalize on the enormous attention Haaland attracts to gain commercial benefit without paying any fee. Simply put, they are profiting off Haaland's fame."

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

Blindheim continued: "When Norwegian Air uses his image without paying, I truly believe it damages Norwegian Air's own brand. Even if the original post was intended as humorous, many football fans likely recognize that they borrowed this global superstar's personal image without permission."

Blindheim also pointed out that such behavior can lead to unfair competition. He said: "During the World Cup, many products in stores used images of Haaland and the Norwegian national team, but all these businesses paid for it. If other companies could freely use these images and gain commercial value from them, the problem would become far more serious."

Although Haaland currently earns a substantial income at Manchester City, both experts emphasized that Haaland and his advisory team must still protect his commercial value and should not overlook unauthorized image use simply because he has already earned considerable wealth.

Syrdal explained: "His advertising contracts and image licensing deals are an important part of Haaland's income. If someone uses it without permission, he not only loses potential earnings but may also risk his personal brand being overexploited."

Blindheim, on the other hand, emphasized the importance of brand protection by highlighting the fragility of an athlete's career.

He said: "An athlete's career is very fragile. A serious injury could end his career. Therefore, he must have a brand that can continue to generate income for him after retirement. His advisory team must do everything possible to protect this brand and make clear to others: this is the limit, and it cannot be crossed."

Whether the case ultimately goes to a formal trial remains uncertain. Although Haaland's side has filed a complaint and Oslo District Court has scheduled a procedural meeting for both lawyers, both parties can still reach a settlement before the formal hearing.

Syrdal said: "In Norway, we occasionally encounter similar cases, but typically the matter is resolved before the parties actually go to court."

However, she believes Haaland's lawsuit differs significantly from typical image rights disputes involving ordinary Norwegian celebrities, primarily due to Haaland's extraordinarily large global commercial value.

Syrdal concluded: "The most notable aspect of this case is the enormous economic value that Haaland possesses in the marketing sphere. Few Norwegian celebrities can achieve equivalent commercial value. For a company, the marketing value generated by using a globally famous superstar is exceptional, and this will also influence the potential compensation amount that may be awarded."

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