Erling Haaland's World Cup run is over, but brands are still scoring

Norway's World Cup dream may have come to an end, but Erling Haaland is showing no signs of leaving the spotlight.

Fresh off his country's quarter-final exit, the Manchester City striker is continuing to dominate headlines off the pitch, most recently through his headline-grabbing partnership with Chinese herbal tea brand WALOVI, where he surprised fans by speaking Mandarin and introduced the heritage beverage to international audiences.

The campaign is the latest reminder that Haaland has become far more than a football superstar. With his distinctive personality, global appeal and ever-growing social media presence, the Norwegian forward has become one of marketing's favourite faces, with brands across industries finding creative ways to tap into his popularity.

From official partnerships to clever trendjacks and social media banter, Haaland has become a recurring fixture in brand marketing. Here's a look at some of the brands that have joined the conversation.

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1. FIFA 

FIFA joined the Haaland conversation with a TikTok video challenging fans to guess whether a series of blonde-haired close-ups belonged to the Norwegian striker or pop star Sabrina Carpenter. The playful comparison leaned into the pair’s similarly recognisable locks, turning Haaland’s appearance into an easy piece of social-first content.

2. Fugglers

Collectible toy brand Fugglers also got in on the action, reimagining one of its quirky, mischievous characters as Haaland from behind on a football pitch. Complete with his signature long blonde ponytail, the tongue-in-cheek post proved that sometimes all it takes is a recognisable silhouette for fans to know exactly who they're looking at.

3. Hello Fresh 

HelloFresh has found an unlikely Haaland stand-in: spring onions. The meal kit brand has built an ongoing social series around the vegetable, styling its green stalks to resemble the striker's flowing blonde hair. In its latest post, a handful of spring onions recreates the iconic Viking rowing celebration, proving that even produce can channel Haaland when the visual cue is unmistakable.

4. Mamee Monster 

Mamee Monster put its own spin on the trend ahead of Norway's World Cup quarter-final clash against England, giving its mascot Haaland's signature long blonde hairstyle. The brand then challenged fans to get the post to 1,000 likes to keep the look, signing off with the suitably drawn-out line, "Ha ha ha haaaaaland."

5. Norwegian Air

Norwegian Air took things to new heights by digitally giving one of its aircraft Haaland's flowing blonde hair. Captioned, "We've never looked more Norwegian," the playful edit cleverly combined the airline's national identity with one of the country's most recognisable sporting exports.

6. Nutella 

Nutella enlisted the wider Ferrero family for its take on the trend, teaming up with brands including Keebler, Kinder, Tic Tac and Halo Top in a joint social post. Each product was given Haaland's signature blonde hairstyle to promote the company's US$1 million giveaway, with the caption cheekily asking followers, "You know what would really blow your hair back?"

7. Sushi King Malaysia 

Sushi King Malaysia made the connection particularly close to home, sharing an animated video of a salmon sporting Haaland's blonde hair as it reached for a football on a lake. Playing on the shared Norwegian link, the brand highlighted its air-flown salmon selection with the pun, "There's Nor-way you're not trying our salmon after this."

8. Uncle Roger

Uncle Roger also seized the moment following Norway's World Cup exit, sharing an image of Haaland longingly eyeing a plate of ayam gepuk ('smash chicken'). Leaning into the footballer's disappointment, the brand quipped, "It's ok bro. You tried your best, now it's time for Fuiyoh It's Ayam Gepuk!", offering comfort in the form of a hearty meal.

9. Wendy's 

Wendy's joined the conversation with a simple but effective visual, giving the back of Haaland's head the chain's signature bright red hair and blue bow. Accompanied by the caption, "Real recognise real," the post drew a playful comparison between two instantly recognisable hairstyles.

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