Norway and Manchester City striker Erling Haaland has a new goal: promoting his country's seafood.

Haaland signs for Norwegian Seafood Council

Striker aims to score more success for sector at home and abroad

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Manchester City and Norway striker Erling Haaland has been signed up by the Norwegian Seafood Council (NSC) as an ambassador for the country’s seafood.

“Seafood has been part of my diet growing up. Norwegian seafood, which I consider to be the best in the world, still has a natural place in my life,” said Haaland, a prolific centre forward who has scored 34 times for City in the league and cup this season.

“The Norwegian Seafood Council does an important job of inspiring and building knowledge about good and healthy seafood globally and at home in Norway. Therefore, it is completely natural for me to enter into this collaboration.”

A gigantic profile

Haaland will represent the NSC’s international Seafood from Norway campaign and the domestic Godfisk (Goodfish) initiative which aims to encourage young people to eat more seafood.

NSC chief executive Christian Chramer said: “On behalf of all Norwegian seafood, Seafood from Norway and Godfisk, we are enormously proud to announce our collaboration with Haaland.

“Haaland is recognised as one of the world’s best footballers and is a gigantic profile with unrivalled global visibility. The match with Norwegian seafood, which is in demand, bought and enjoyed all over the globe, is obvious. Being able to combine two of Norway’s best exports and strongest brands fills us with enormous pride.”

From left: Martin Skaug (Seafood Council), Sindre Vattøy (Ode), Leif Haagensen (Jangaard), Henry Nguyen Tin (Br. Karlsen), Marianne E. Johnsen (Chairman of the Seafood Council), Vilde Strandmann (Ramoen), Elisabeth Kvernstad (Lerøy Sjømathuset), Erling Braut Haaland, Tonje Elise Nordbø (Mowi), Cecilie Tennebø (Brødrene Sperre), Sigurd-Andre Kristoffersen (shrimp fisherman), Ina Haagensen (Jangaard), Camilla Beck (Seafood Council), Bjørn Swan Løvlund (Lofoten/Insula), Alessandro Andres Tøvik Astroza (Fiskarlaget Sør) and Christian Chramer (Seafood Council).

The agreement is set for two and a half years and comes into force from April 1. Through a separate agreement, Norway’s women’s and men’s national football teams will join forces to promote the country’s seafood.

“We are very happy to have the national teams with us. This is a team effort, and we like to say that we work with the national team jersey on when we represent Norwegian seafood around the world. Now the whole seafood industry stands together with our renowned athletes in this hugely exciting time ahead,” says Chramer.

“The Norwegian Football Association (NFF) and our clubs are already positive contributors to public health in Norway with the enormous activity we stand for,” said NFF marketing director Runar Pahr Andresen.

“Promoting healthy, Norwegian seafood products therefore fits perfectly into this picture. Our national team stars are role models, and we know that they are concerned with activity, diet, and nutrition. They will become proud ambassadors for Godfisk in Norway and hopefully help to make even more people open their eyes to good fish products.”

The men’s football teams of Norway and Scotland, which is another country with a claim to produce the world’s best seafood, were in the same qualifying group for this year’s UEFA European Championships in Germany. Scotland won five and drew two of their eight matches, including victories over Norway and Spain, and qualified with 17 points, behind Spain. Norway finished third with 11 points and failed to qualify.