On Thursday, the Norwegian national team released a photograph of players and coaching staff dressed as Vikings in a fjord, a week before the start of the 2026 World Cup.
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The image, posted on the team’s official X account, sparked controversy in the country, which had not participated in a World Cup since France 1998 and had been absent from major tournaments since Euro 2000.
Media outlets such as Morgenbladet and Klassekampen criticized the use of Viking cliches, the emphasis on masculinity, and the possible association with the far right, reinforced by the use of runic characters on the shirts.
However, MP Mimir Kristjensson, of the Red Party, defended the initiative, arguing that Norway should showcase its culture at a global event like the World Cup.
Coach Stale Solbakken downplayed the controversy, stating that there are more pressing issues and that he does not want to waste time debating the campaign’s aesthetics.
Norway is in Group 1 alongside France, Senegal, and Iraq, and will debut on June 17. The tournament, which will be held from June 11 to July 19, will feature 48 teams in 104 matches, with the final scheduled at MetLife Stadium in New Jersey.
The Vikings imagery is part of the Norwegian national team’s visibility strategy, which aims to reinforce its identity on an expanded World Cup stage, where culture and sport intertwine as part of the event’s narrative.
[ SOURCE: teleSUR ]
