Erling Haaland Faces Criticism in Norway Over Budweiser Global Ambassador Role

Budweiser has teamed up with football sensation Erling Haaland to highlight its role as a FIFA World Cup sponsor.

“In my first FIFA World Cup, I’ll be leaving everything on the pitch, so Budweiser’s ‘Let It Pour’ campaign really hits home because it reflects exactly how I feel heading into the tournament,” stated Erling Haaland, the Budweiser global ambassador, in a press statement.

However, the initiative has sparked controversy in Norway, where the advertisement featuring Haaland is drawing attention due to his promotion of beer and alcohol.

"I think it's very surprising, I must say. And also disappointing that one of the biggest role models for children and young people in Norway chooses to advertise for alcohol", commented Ragnhild Kaski, Secretary General of the Norwegian alcohol awareness group Av-og-til, to Nettavisen.no.

"We, and probably many others, expect that the NFF (Norwegian Football Association, ed.) must clarify whether the link to the national team is within the framework, precisely in light of the sport's attitude towards alcohol and the advertising ban in Norway", added Kaski, pointing out that alcohol advertising is illegal in Norway.

The Norwegian Football Association told Nettavisen that it knows about the campaign, but players not in national team duties can join a "global marketing campaign for a FIFA World Cup sponsor".

The association also noted that it cannot strike deals with beer companies on the Norwegian market, given the country's prohibitions.

"Haaland has entered into a personal agreement with one of FIFA's largest World Cup sponsors, and he is, of course, able to do so. We can confirm that we have been informed about the collaboration", explained Runar Pahr Andresen, commercial director at the Norwegian Football Association, to VG.no.