Manchester City superstar Erling Haaland has reportedly launched legal action against Norwegian Air Shuttle, claiming that the airline used his image and trademark without permission in a since-deleted social media post.
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Not every Manchester City legal story this autumn concerns independent commissions, charges, appeals, and a debate about whether Enzo Maresca's side will be competing in the Premier League, Championship, or further down the football pyramid next season.
One matter is currently flying under the radar by comparison, and it revolves around one of the most recognisable haircuts in world football, long-donned by the club's biggest superstar until his drastic change this season.
Erling Haaland is reportedly taking Norway’s flag-carrying airline to court, and the roots of the argument can be found in a photo of an aeroplane sporting the striker’s trademark long locks - which, ironically, he shed during the summer.
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A new report has confirmed Erling Haaland's fitness status ahead of this weekend's clash between Liverpool and Manchester City at Anfield.
Haaland takes issue with plane and ponytail
As reported by Norwegian outlet VG, Erling Haaland and his representing image rights company, York Promotions Ltd, are pursuing a claim against Norwegian Air Shuttle over what they describe as the 'unauthorised use of his image and brand'.
The offending post saw Norwegian edit the Manchester City striker's unmistakable hairstyle - a ponytail and shaved sides - onto the tail of one of its planes, alongside the caption, “We’ve never looked more Norwegian.”
Initially shared on Instagram and TikTok during Norway’s dark-horse FIFA World Cup campaign over the summer, it was later taken down.
It is not hard to see why a Norwegian brand would want to take advantage of the national team’s fantastic form at that competition, as the country enjoyed a sensational run while knocking out Brazil before eventually bowing out to England.
However, the striker and his camp clearly feel the post crossed a line.
“The case concerns Norwegian’s unlawful use of Haaland’s identity and brand in its marketing of flight tickets during the World Cup,” said lawyer Thomas Hagen, handling the action on his behalf.
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In their own statement, the airline confirmed that legal proceedings had begun but claimed to be bemused by the story.
“It is true that we have received a lawsuit that we do not understand,” said spokesperson Eivind Hammer Myhre.
They later went on to try and paint the post as harmless patriotic fun: “We, like almost all of Norway, have been involved in cheering on the national team this summer through a few spontaneous posts based on trends in social media.”
What could happen next?
It may seem like a frivolous story in some respects, but image rights are taken very seriously in the football world and are an area top players and their agents guard closely - and you can bet Erling Haaland’s camp will be near the top of the list.
The 26-year-old is among the most marketable and recognisable athletes on the planet; control of his name, likeness and - evidently - hairstyle is not something that will be taken lightly.
The case is due before a court in Norway’s capital, Oslo, on 9 October. In a decade that has partially been defined by legal battles for Manchester City, it is fair to say this one will not be high on many supporters’ priority list - nor is it likely to drag on for years - but the outcome could set an interesting precedent for how brands and player image rights interact in future.