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Norway’s World Cup celebration has taken the internet by storm — but what exactly is it, and where did it begin?

One of the most memorable sights of the 2026 World Cup so far has been Norway’s unique ‘Viking Row’ celebration.

From fans mimicking rowing motions together on escalators to massive groups performing the ritual in the heart of Times Square, Norway’s supporters have charmed the world with their distinct show of national pride.

But what does this celebration symbolise, how did it originate, and how long has it been part of Norwegian football culture? And will we see it again in their upcoming match? England, for one, will be hoping not. Here’s everything you need to know.

Norwegian fans, whether before, during, or after a match, sit down together in the stands and pretend to row in perfect rhythm while chanting “ro” — the Norwegian word for “row”.

The celebration draws inspiration from Norway’s Viking heritage, paying tribute to the ancient seafarers who journeyed across Europe and North America in their iconic rowboats.

The national team even embraced this historical connection in a pre-World Cup photoshoot, donning traditional Viking attire beside a fjord — a symbolic nod to the country’s roots and identity.

Norwegian supporters have been seen performing the ‘Viking Row’ across American cities and back home, often after matches when the team captain, Arsenal star Martin Ødegaard, leads the crowd in the ritual.

After Norway’s famous 2-1 victory over Brazil — a match in which Erling Haaland scored twice — the striker himself took charge of conducting the crowd, enjoying the moment as Norway sealed only their second-ever World Cup knockout win.

The exuberant display has drawn comparisons to Iceland’s iconic ‘Viking Thunder Clap’, which captivated global audiences during Euro 2016 and the 2018 World Cup, both celebrations building momentum in a similar rhythmic fashion.

Norway had not featured in a major international tournament since Euro 2000 and hadn’t qualified for a World Cup since 1998, leading many to assume that the ‘ro’ chant had been around for years. In reality, the ritual is a recent creation.

The ‘Viking Row’ only came into existence in December 2025.

It was conceived by Ole Frøystad — now affectionately nicknamed ‘Mr Row Row’ — who came up with a chant inspired by Viking rowing traditions. Norway’s official supporters’ group later transformed it into the full-fledged ritual seen today.

Torstein Hamran, a board member of the Oljeberget Supporterklubb fan organisation, explained the origins of the chant in an interview with FIFA.

“It all started with Ole’s idea,” said Hamran. “Then we developed it together. We even recorded a song called ‘Viking Blood’, which was released at the end of March and features the Viking Row in the background. Today, it’s one of the most popular songs in Norway.”

The celebration really gained traction during a pre-World Cup friendly against Sweden, when the supporters’ group distributed instructions and used a horn to signal when to begin the ‘ro’ chants.

Following Norway’s round-of-32 win over Ivory Coast, the players themselves asked to use the drum that leads the chant — the very same drum that has since become a viral sensation, belonging to Hamran.

“The players wanted my drum,” Hamran laughed. “I had to run across several sections of the stadium to hand it over to them.

“I bought that small second-hand drum back in 2023, and now it’s famous all over the world. After the match, everyone wanted to take a photo with it.”

Frøystad was deeply moved by the global impact of the chant he had created less than a year earlier. “Hearing people shouting ‘ro!’ through the streets of New York was unbelievable,” he said.

“It was one of the greatest moments of my life. Another was during the game against Senegal, when the players sat down and performed the Viking Row perfectly in sync with the fans. I almost cried — it was extraordinary.”