Norwegian soccer star Erling Haaland, a forward on English Premier League team Manchester City, has appeared in a new series of advertisements for the Norwegian Seafood Council (NSC) to promote the nation’s seafood.
"With Haaland, the connection to Norway is clear, and his exceptional skills as a power striker can be likened to the craft and passion of a master stockfish or clipfish artisan,” the NSC said in a statement.
The videos specifically liken the artistry of Haaland’s playing style to the hard work and expertise of Norwegian seafood industry professionals, pairing shots of Haaland playing soccer with those of fishers and fish farmers at work, as well as a chef preparing a seafood dinner.
"The videos emphasize the Norwegian origin, craftsmanship, and the role of seafood meals in enhancing the atmosphere around the table," the NSC said. "It’s simply the story about Norwegian seafood – all the way from sea to table.”
Haaland has spoken about the value of seafood to his performance as a top athlete, as well as Norwegian seafood to him culturally.
“Seafood has been a part of my upbringing and my diet growing up,” he said. “Norwegian seafood, the world’s best, still has a natural place in my life.”
According to NSC Marketing Director Camilla Beck, the NSC is “confident that the new campaigns across our different markets will inspire many to include more seafood in their diet.”
The ads are part of a partnership deal Haaland signed with the NSC in April that will last two and a half years. Terms of the deal were not disclosed.
“We are thrilled to announce our partnership with world-renowned Norwegian football megastar Erling Braut Haaland,” NSC CEO Christian Chramer said at the time. “Haaland is recognized as one of the best footballers in the world. The fit with Norwegian seafood, which is enjoyed in nearly every part of the world, is, therefore, undoubtable. Being able to join forces as two of Norway’s best exports and strongest brands fills us with immense pride.”
The NSC has also announced deals with Norway’s national teams – both women’s and men’s – that will see them “showcasing the vast array of seafood treasures from Norway,” according to the council.
