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Norway’s national soccer team’s promotional image sparked widespread controversy in the country after players and coaching staff appeared dressed as Vikings in an attempt to revive one of Norway’s most famous historical symbols a week before the start of the 2026 World Cup.
The Norwegian national team’s official website posted the photo, taken in a fjord near the capital Oslo, under the caption “Norway is Coming”, which aims to highlight the cultural identity of the country, which is returning to major tournament finals after a long absence from the 2000 European Championship and last appeared at the 1998 World Cup in France.
However, the image caused controversy in Norwegian circles, as the newspapers Morgenbladet and Klassekampen published harsh criticisms from pundits and columnists who condemned the use of a stereotypical image of Vikings and accused the campaign of misusing the concept of masculinity and possible links to the far right, especially in writing the names of former right-wing players.
Norway is coming to 🇳🇴 pic.twitter.com/SjESCYPLMd
— National Football Team (@nff_landslag) June 4, 2026
On the other hand, Mimir Kristiansson, a member of the Red Party of the Norwegian Parliament, defended the idea in statements addressed to the Norwegian broadcasting corporation “NRK”, saying:
The Norwegian coach Stale Solbakken, for his part, refused to delve into the controversy, stressing during the press conference. “There are more important and problematic issues. I don’t want to waste time on this matter,” which clearly shows that he wants to focus on the technical preparation of the tournament.
Norway is set to play in Group A with France, Senegal and Iraq.
