Erling Haaland Faces Criticism in Norway Over Budweiser World Cup Advertisement
Erling Haaland has come under criticism in his home country after appearing in a new Budweiser commercial linked to the upcoming FIFA World Cup. The campaign will be released in 40 countries, although it cannot air in Norway due to strict laws banning alcohol advertising.
Norwegian health groups called the move disappointing, saying Haaland is a role model for young fans.
As the spotlight remains firmly on Erling Haaland ahead of the upcoming FIFA World Cup, the Norwegian striker has landed in controversy back home after appearing in a new advertisement for beer brand Budweiser. The commercial, part of the brand’s “Let It Pour” campaign, is set to run in 40 countries and also features former Liverpool manager Jürgen Klopp. However, the campaign has sparked criticism in Norway, where alcohol advertising is banned by law.
Haaland, who called this his first World Cup and said he plans to give everything on the pitch, linked the campaign’s message to his own mentality for the tournament. That statement, however, did little to calm critics. Norwegian organisations focused on drug prevention and public health strongly opposed his involvement, arguing that a player known for discipline and fitness should not promote alcohol, especially given his huge influence on children and young football fans.
Representatives from groups like Actis and IOGT described the partnership as disappointing and harmful, pointing to Haaland’s role model status in Norway and beyond. Despite the backlash, the Norwegian Football Federation defended the striker, stating that players are allowed to enter personal sponsorship deals with official World Cup partners. The federation also clarified that while it cannot work with beer brands in Norway, individual players are free to take part in global campaigns.