Norway's men's national soccer team posed in Viking-style attire during a photoshoot in a Norwegian fjord ahead of the 2026 FIFA World Cup [1].
The images signal a cultural homecoming for the team as they return to the global stage for the first time in 28 years [4]. This promotional effort aims to generate excitement for a squad that has long been viewed as an underdog despite possessing world-class talent [6].
British photographer David Yarrow captured the players, including stars Erling Haaland and Martin Ødegaard, wearing authentic Viking clothing and wielding shields and swords [1, 2]. The production featured longboats set against the backdrop of a fjord, a visual nod to the nation's ancestral history.
Norway has not appeared in a World Cup since 1998 [4]. The return comes at a time of high individual form for the team's centerpiece, Erling Haaland. In the 2025-26 season, Haaland recorded 27 goals and eight assists across 34 starts [5].
The tournament is set to be the largest in history, featuring 48 teams and 104 matches [3]. The event will kick off across 16 host cities located in the U.S., Mexico, and Canada [3].
Norway's campaign begins on June 16 with an opening match against Iraq [4]. The team departs for the host nations this week as the tournament prepares to start the following week [3].
“Norway has not appeared in a World Cup since 1998.”
The use of Viking imagery is a strategic branding move to align the team's modern athletic ambitions with Norway's national identity. By highlighting the 28-year gap since their last appearance, the federation is framing this tournament as a restoration of Norway's status in international soccer, leaning on the individual stardom of Haaland to bridge the gap between historical absence and current competitiveness.
