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Erling Haaland’s collaboration with a leading American beer brand has caused a backlash in his native Norway, where alcohol advertising is banned.

Social campaigners in Norway have criticized the Manchester City striker’s deal with Budweiser, an official sponsor of the 2026 World Cup. Haaland appears in the brand’s “Let It Pour” promotional video alongside former Liverpool manager Jurgen Klopp.

In a press release, Haaland said: “In my first World Cup, I’m going to give it my all on the pitch, so Budweiser’s Let It Pour campaign really resonates with me because it reflects exactly how I feel about the tournament.”

The campaign runs in 40 countries but does not include Norway.

Inger Lise Hansen of Actis, an organization focused on substance use policy and prevention, told Norwegian newspaper The daily newspaper: “I think this is very special. That someone who is concerned about health – which I feel Haaland is – chooses to be a marketing object for an alcohol brand. It is special that it happens during a period when he represents Norway, where alcohol advertising is illegal.”

“This is not about people not being allowed to drink beer when they watch a football match, but that it is our sports hero who is helping to advertise a product that leads to injuries and risks,” Hansen said.

Runar Pahr Andresen, representing the Norwegian Football Federation, defended Haaland’s right to work with Budweiser as long as the campaign does not appear in Norway.

“Haaland has entered into a personal agreement with one of FIFA’s largest World Cup sponsors, which he naturally has the opportunity to do. We can confirm that we are informed about the collaboration. The NFF has guidelines for players during the period they are on assignment for the national team, but a player can participate in a global marketing campaign for a World Cup sponsor,” Andresen said, as cited by the Guardian.

“Since alcohol advertising is illegal in Norway, we as a federation cannot, of course, enter into agreements with beer producers in the Norwegian market. Budweiser is a global and longstanding sponsor of FIFA, and is fully entitled to market its products in countries where such marketing is legal,” he added.