No matter which country ultimately claims the FIFA World Cup trophy next weekend, Norway’s star striker Erling Haaland has already emerged as the tournament’s undisputed breakout star. The giant forward with the flowing blond hair has captured the public’s imagination far beyond the pitch, leading a quirky, fun-loving Norwegian squad that has charmed fans worldwide.
Norway is set to face England in a highly anticipated quarterfinal matchup on Saturday, July 11. Haaland has already labeled the Three Lions as the clear favorites to win, stating that they “should be confident of progressing. Definitely.” However, Haaland offered a similarly modest prediction before Norway’s round-of-16 clash with Brazil, only to score twice and secure a stunning 2-1 victory over the five-time World Cup champions.
“I didn’t dream of this ever in my life,” Haaland admitted after the historic win against Brazil. “I dreamt of playing in the World Cup with Norway and taking them to the World Cup. But I never expected to win against Brazil, let’s be honest to say that. I thought it was not possible to do some things, but I guess I’m wrong. It’s quite special. It’s unreal. I don’t have words. It’s difficult to put into words what I’m feeling, what I’m doing. Because it’s unreal. I need to pinch myself sometimes in the arm because it’s big.”
This tournament marks Norway’s first World Cup appearance since 1998, and the team has fully embraced the moment with a lighthearted spirit. For their official team photos, the players bypassed standard athletic wear to pose at a fjord in traditional Viking attire, complete with shields, swords, and three Viking longships in the background. In another photoshoot during the tournament’s opening week, the squad posed wearing the childhood club jerseys they wore as kids. Following their qualification for the knockout rounds, the players celebrated by leading their supporters in a synchronized “Viking row” salute.
Haaland has been at the center of this cultural wave. While soccer fans were already well-acquainted with the Manchester City forward—who won the Premier League Golden Boot in three of the last four seasons, set an EPL single-season record with 36 goals in 2022-23, and secured EPL titles in 2023 and 2024 alongside a 2023 Champions League title after transferring from Dortmund—he has now crossed over into mainstream global celebrity.
His viral appeal has exploded, with his Instagram following jumping from 40 million to over 60 million during the tournament. He has starred in a Marriott commercial snuggling with a stuffed Viking, and has inspired countless internet memes ranging from movie titles to romance novels. Google even launched a special Easter egg in his honor: searching his name prompts cartoon Vikings to row across the screen to a drum beat. Haaland acknowledged the tribute on social media, writing, “One thing to do today … search my name on Google,” accompanied by a winking emoji.
Unlike many reserved professional athletes, Haaland has leaned into his newfound fame. He has openly laughed at memes about his “Haaland walk”—which he compares to Shrek—and shared videos of himself buying a cowboy hat and boots in Dallas, visiting Katz’s Deli in New York, and attempting cake decorating and drawing with James Corden. He has also shown off his collection of Birkin bags and hair ties, alongside his highly publicized bromance with England’s Jude Bellingham.
Speaking on Thursday, July 9, Haaland explained his approach to the tournament and life. “It’s important to joke around, I think. I like to joke a little bit and I like to have fun,” he said. “I think that’s a key for my daily life, to joke around. Of course train good. Of course focus well and prepare well. But you also need to joke around and you need to enjoy the moment. That’s what we’ve been doing now. As we play in the World Cup, we just have to enjoy it because nothing lasts forever. We have to just enjoy it while we’re here.”
His carefree attitude was also on display during the group stage. When asked about playing France in their group-stage finale, Haaland casually dismissed any pressure because Norway had already secured a spot in the knockout rounds. “They’re probably going to win against us,” he joked at the time. “They’re probably going to win the whole tournament.”
Haaland’s charismatic personality has particularly resonated with American fans. “I think it’s a good thing because I like the Americans,” Haaland said of his popularity in the United States. “I think they are kind of hilarious as well. They are funny. So I like the way they are.” Long after the final whistle blows this summer, the tournament will be remembered as the moment Erling Haaland became a global cultural icon.
And Haaland has been the ring leader of it all.
High-profile events can change an athlete’s career, but few have embraced the glow-up quite like Haaland.
