Erling Haaland, the Manchester City and Norway striker, is facing a backlash in his home country for starring in a World Cup beer commercial. The advertisement for Budweiser, a major sponsor of the tournament, has drawn criticism from Norwegian campaign groups because alcohol advertising is illegal in Norway.
Budweiser's 'Let It Pour' Campaign
Budweiser's 'Let It Pour' promotional video features Haaland alongside former Liverpool manager Jürgen Klopp. In a press release, Haaland said: 'In my first World Cup, I'm going to give it my all on the pitch, so Budweiser's Let It Pour campaign really resonates with me because it reflects exactly how I feel about the tournament.' The campaign is being launched in 40 countries but not in Norway.
Criticism from Campaign Groups
Inger Lise Hansen of Actis, an umbrella organisation focusing on drug policy and prevention, told Dagbladet: 'I think this is very special. That someone who is concerned about health – which I feel Haaland is – chooses to be a marketing object for an alcohol brand. It is special that it happens during a period when he represents Norway, where alcohol advertising is illegal.' She added: 'This is not about people not being allowed to drink beer when they watch a football match, but that it is our sports hero who is helping to advertise a product that leads to injuries and risks.'
Hanne Cecilie Widnes of IOGT, a voluntary drug prevention organisation, expressed similar anger that a footballer idolised by Norway's youth would promote alcohol. 'I wish the Norwegian FA could put a stop to it. It is tragic that Haaland does not see how negative it is for children and young people. He is a great hero for many young people in many countries. It is challenging and very sad.' Widnes called for the Norwegian football federation to 'put its foot down. This is very problematic.'
Norwegian FA's Response
The Norwegian FA's Runar Pahr Andresen defended Haaland's right to partner with Budweiser as long as the campaign does not include Norway. 'Haaland has entered into a personal agreement with one of Fifa's largest World Cup sponsors, which he naturally has the opportunity to do. We can confirm that we are informed about the collaboration. The NFF has guidelines for players during the period they are on assignment for the national team, but a player can participate in a global marketing campaign for a World Cup sponsor.'
Andresen added: 'Since alcohol advertising is illegal in Norway, we as a federation cannot, of course, enter into agreements with beer producers in the Norwegian market. Budweiser is a global and longstanding sponsor of Fifa, and is fully entitled to market its products in countries where such marketing is legal.'
Haaland did not respond to Dagbladet's request for a comment.
