Budweiser has partnered with one of the most dominant and recognizable players in football, Erling Haaland, to promote its sponsorship of the FIFA World Cup.
“In my first FIFA World Cup, I’ll be leaving everything on the pitch, so Budweiser’s ‘Let It Pour’ campaign really hits home because it reflects exactly how I feel heading into the tournament,” said Erling Haaland, Budweiser global ambassador, in a press release.
But the campaign hasn't had the desired effect in Norway, where the Haaland commercial is causing a stir because the star is advertising for beer and thus alcohol.
"I think it's very surprising, I must say. And also disappointing that one of the biggest role models for children and young people in Norway chooses to advertise for alcohol", says Secretary General Ragnhild Kaski of Norwegian alcohol-awareness organization Av-og-til to Nettavisen.no.
"We, and probably many others, expect that the NFF (Norwegian Football Association, ed.) must clarify whether the link to the national team is within the framework, precisely in light of the sport's attitude towards alcohol and the advertising ban in Norway", says Kaski, referring to the fact that it is illegal in Norway to advertise for alcohol.
The Norwegian Football Association says to Nettavisen that it is aware of the campaign, but that the players, when they are not in the national team camp, can participate in a "global marketing campaign for a FIFA World Cup sponsor".
The federation also explains that the association cannot enter into agreements with beer producers on the Norwegian market, as this is prohibited in Norway.
"Haaland has entered into a personal agreement with one of FIFA's largest World Cup sponsors, and he is, of course, able to do so. We can confirm that we have been informed about the collaboration", says Runar Pahr Andresen, commercial director at the Norwegian Football Association, to VG.no.