The Norwegian star Erling Haaland faced widespread criticism in his country after participating in an advertising campaign for the American company "Budweiser," the official sponsor of the 2026 World Cup, due to Norwegian laws that prohibit the promotion of alcoholic beverages.

The Manchester City striker appeared in a promotional video titled "Let It Pour" alongside German coach Jürgen Klopp, which sparked significant controversy in Norway.

Haaland stated in the campaign announcement that his first participation in the World Cup makes him eager to give his all on the field, emphasizing that the campaign's slogan reflects his feelings towards the tournament. Although the advertisement will be launched in 40 countries, it will not be shown in Norway due to legal restrictions related to alcohol advertisements.

Organizations concerned with addiction prevention have strongly criticized the player, with Inger Lise Hansen from the "Actis" organization considering Haaland's choice to promote a brand associated with alcohol as "strange and unfortunate," especially since he is viewed as a healthy and athletic role model for young people.

Hanne Cecilie Widnes from the "IOGT" organization also emphasized that this has a negative impact on children and adolescents who consider Haaland a major sports role model.

In contrast, the Norwegian Football Association defended the player, explaining that the agreement is personal between Haaland and one of the major sponsors of the International Football Federation, and that local laws are respected as long as the campaign is not marketed within Norway. The association added that players have the right to participate in global campaigns as long as they do not conflict with national regulations while representing the national team.