Norway World Cup Viking Photoshoot Sparks Criticism

The Norway national team posed as vikings in a pre-World Cup stunt

Star man Erling Haaland was at the forefront of the shoot which has received criticism

Erling Haaland, Martin Odegaard, and their Norway team-mates have faced backlash over a Viking themed photoshoot arranged ahead of the World Cup. Shot by photographer David Yarrow, who was suggested by Haaland, the images show the players holding swords and shields against a backdrop of traditional longships. While intended as a fun project, critics have condemned the stunt as chauvinistic, exclusionary, and reminiscent of extreme political symbolism due to the violent history of the Viking era.

Additional criticism has targeted Norway's tournament home kit. Academic researcher Jane Haug Skjoldli described the jersey design as hyper-masculine, noting that the rune-like lettering on the back echoes fascist symbolic language. When questioned during a press conference, Norway manager Stale Solbakken dismissed the controversy, stating he would not waste time on the matter. Meanwhile, Yarrow defended his work, explaining he wanted to break away from traditional sports photography and creatively symbolize a journey as the team sets sail for the tournament.