Haaland and Norwegian seafood extend partnership through autumn 2028

The Norwegian Seafood Council and Erling Braut Haaland are extending their partnership, with the football star continuing as an ambassador and partner for Norwegian seafood.

Launched in March 2024, the collaboration has increased the visibility of both Haaland and Norwegian seafood in Norway and internationally. The partnership will now continue through autumn 2028, building further on a platform that brings together two of Norway’s strongest international brands.

“I’m very happy to continue the partnership with Norwegian seafood. It feels natural to me, and it’s something I’m proud to be a part of,” says Erling Braut Haaland.

For the Norwegian Seafood Council, the extension is about building on a partnership that has helped strengthen the global position of Norwegian seafood. The link between seafood, Norway and Erling is strong, and campaign tracking shows that Haaland campaigns perform much the way Haaland does in front of goal: very well.

“Erling Braut Haaland gives Norwegian seafood a level of attention and impact that very few others can. Together, we have built a platform that lifts Norwegian seafood far beyond what a regular campaign can achieve. This partnership brings together two of Norway’s strongest international brands, and that creates real value over time,” says Christian Chramer, CEO of the Norwegian Seafood Council.

The next phase of the partnership will bring more content and more campaigns as part of the market activities the Norwegian Seafood Council carries out together with the seafood industry, both in Norway and internationally.

At the same time, the partnership between the Norwegian Seafood Council and the Norwegian Football Federation (NFF), including the men’s and women’s national teams, is also being extended. The three-party collaboration, including Haaland, will run for the same period, through autumn 2028.

“This is a strategically important and highly successful partnership for Norwegian seafood. The long-term nature of this relationship creates value and grows stronger over time, making a significant contribution to our goal of increasing global awareness of and preference for Norwegian seafood,” says Olav Holst-Dyrnes, Chairman of the Board of the Norwegian Seafood Council.

The Norwegian Seafood Council and Erling Braut Haaland formally joined forces in 2024, although Haaland has long had a connection to Norwegian seafood. He is an ambassador for Norwegian seafood through “Seafood from Norway” and “Godfisk”, and since its launch, the partnership has delivered impact through a wide range of campaigns and content activations in Norway and internationally.