Back of Erling Haaland's shirt while playing for Norway, with the name Braut HaalandImage source, Getty Images
Image caption,

Haaland’s Norway shirt bears the names of both his mother and father

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A mission 28 years in the making

When Haaland scored twice in Norway’s 4-1 opening group match win against Iraq in Foxborough, he carried not only the weight of a nation but the combined mass of all the players who did not fulfill their World Cup dreams.

Aside from reaching back-to-back tournaments in 1994 and 1998, Norway have endured long spells absent from major competition, last featuring at a showpiece tournament at Euro 2000.

That means a long list of talented Norway players missed out – Morten Gamst Pedersen, John Carew, Brede Hangeland and John Arne Riise to name a few.

But many view this current Norway team as the nation’s golden generation and, while Haaland’s statistics might suggest a one-man team, the reality is he is not the only reason they have qualified.

Captain Martin Odegaard arrived in the United States fresh from winning the Premier League with Arsenal, and has impressed in midfield with three assists.

The likes of Alexander Sorloth, Jorgen Strand Larsen and Oscar Bobb are also established top-level players, while Patrick Berg, Sander Berge and Antonio Nusa have been unexpected protagonists.

“We look at this similarly to what happened with Belgium’s golden generation a few years ago – a relatively small nation that simply bleeds football,” stated Korssund.

Norway might have quality in their ranks, but nobody else transcends the sport like Haaland.

His fame is approaching that of Lionel Messi and Cristiano Ronaldo – and Norway have never had a player like that.

It is easy to imagine a different story. One where had Haaland joined the likes of George Best with Northern Ireland, Ryan Giggs for Wales or Ballon d’Or winner George Weah of Liberia in not featuring at a World Cup.

Instead, Haaland ended his wait and is locked in a race for the Golden Boot along with fellow superstars Messi and Kylian Mbappe (eight) and Harry Kane (six). Haaland is sandwiched between on seven.

After emulating his father’s appearance at the 1994 World Cup, Haaland is hoping to fire Norway to previously unthinkable success.

Not your typical Norwegian – the celebrity factor

Towering at 6ft 5in tall, with long, flowing blond hair, Haaland has become one of the most recognisable players in football.

His charisma has begun to shine through while at City, with his humour – which is at times very English – endearing him to fans.

He films ‘day in the life’ videos for his YouTube channel, which has more than 2.4 million subscribers. A vlog of an impromptu shopping trip in Dallas to buy cowboy hats and boots hours after scoring a late winner against Ivory Coast in the last 32 amassed more than five million views in four days.

He is also set to feature in animated film ViQueens as the voice of a Viking, named, of course, Haaland.

But Haaland is not a standard Norwegian hero.

“I think Erling is in some ways not a completely typical Norwegian,” stated Norwegian journalist Lars Sivertsen.

“He’s confident and can be a little bit brash. He knows his value and he knows his quality and he backs himself.

“Scandinavia has a culture that’s more about humility. Erling would complain if he was on the bench. So I think he is a little bit untypical of Norwegians.

“That makes him an interesting hero for us, because there will be moments of backlash.”

But Haaland’s stock is undeniable and with that comes all those other things associated with being a superstar – shirt sales, increased interest in the World Cup, and inspiring youngsters.

“He is now just in a different strata of star than what we are used to from our sporting heroes,” stated Sivertsen.

“But I think if you look across the country, there is just an extraordinary sense of pride that a player doing the things he does is from our country.”

*A version of this article was first published on 7 June 2026

Figure caption,

Haaland leads Norway’s celebrations

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