Norway's World Cup salmon promotion reaches new heights

The result of the World Cup quarter-final between England and Norway tomorrow is anyone’s guess, but the real winner of the Scandinavian side’s run to the last eight is already clear: Norwegian seafood, and particularly farmed salmon.

The Norwegian Seafood Council has taken full advantage of its sponsorship deal with Norway’s giant striker Erling Haaland, and tomorrow that will literally reach new heights in Miami, because the Seafood Council has hired a plane to tow a huge banner of the striker over the city.

“We are so incredibly proud of the performance of the Norwegian national team and will mark the quarter-final against England in our own way,” said the Seafood Council’s envoy to the United States, Karine Rød Haraldsson.

“On Saturday morning, a giant Haaland banner will hang behind a plane that will be in the air over Miami for several hours. No one should be in any doubt who has taken the city.”

The 9-metre wide and 27-metre long banner will feature a picture of Haaland, with the message: “I choose salmon from Norway. Eat the best. Be your best.”

“To get meat-loving Americans to replace some of their protein with seafood, and preferably Norwegian seafood, Haaland is a fantastic ambassador for us. He is a superstar and has fronted several of our campaigns in the US. When we let his image float over Miami, we literally take our collaboration to new heights,” said Haraldsson.

The Norwegian Seafood Council has had a cooperation agreement with Haaland and Norway’s women’s and men’s national teams since 2024. This agreement was extended earlier this year to 2028.

Success fuelled by fish

“Obviously, there are a lot of people who are curious about the diet of the Norwegian players. The news that the chefs of the national football team have brought 500 kilos of seafood from Norway to the US has really taken off,” explained Haraldsson.

Ahead of tomorrow’s match, the Norwegian Seafood Council is inviting Norway supporters and media to an informal gathering on Miami Beach, where they can practice their now familiar celebration of pretending to row a Viking ship.

“Together with Norway’s ambassador to the United States, Anniken Huitfeldt, and Norwegian supporters, we will row on the beach and create a good atmosphere while we watch Erling Braut Haaland fly over Miami. It will be a perfect boost for the quarter-finals,” said Haraldsson.