Norway's Viking row celebration has become the viral sensation of the 2026 World Cup, performed after each of their wins in North America. The routine, initiated by a traditional Norse horn and a drumbeat, involves participants mimicking rowing movements while shouting the Norwegian word for row – ro.
Origins of the Celebration
The idea came from primary school teacher Ole Frystad, who likened the first part of the chant for Norwegian club Rosenborg – 'RO-SEN-BORG' – to the Norwegian word for 'row'. He pitched the plan to the Norwegian supporters' club in late 2025, and the Viking row debuted during a match against Switzerland in March 2026. It gained traction after a World Cup warm-up game against Sweden in June, with over 38 million views of the video on Instagram.
Widespread Adoption
The celebration has been performed by thousands of Norwegian fans at games, in Times Square, by MPs in parliament, and even by the Norwegian royal family on a subway carriage. After Norway beat Ivory Coast in the Round of 32, fans in Oslo performed the row with such vigor that seismologists recorded an earthquake from the collective movement.
Controversy and Criticism
Despite its popularity, the Viking row has faced criticism. Concerns include the glorification of the Viking period, known for looting, rape, and murder, as well as the use of Norse imagery associated with far-right and neo-Nazi groups in Norway. Sweden has also pointed out historical inaccuracies, noting that Vikings from modern-day Sweden were known for river rowing, while Norwegian Vikings were ocean sailors.
Future of the Celebration
Despite backlash, the Viking row appears set to become a permanent part of Norwegian football culture. England fans, however, hope it will be absent when the two teams meet in the quarter-final on Saturday evening.
