Norway’s Viking-themed World Cup photo sparks debate
Norway’s World Cup squad goes viral with a Viking-themed photoshoot by David Yarrow, celebrating heritage but sparking controversy over romanticizing violence
ATT Desk Report 
Norway’s national football team has captured global attention with a dramatic Viking-inspired photoshoot ahead of the FIFA World Cup 2026, but the striking images have also ignited controversy, report different international media outlets.
The photographs, taken by acclaimed British photographer David Yarrow and titled "The Vikings are Coming," feature star striker Erling Haaland, captain Martin Ødegaard, and the entire 26-man squad dressed in traditional Norse warrior outfits. Posing by a fjord with shields, swords, axes, and longboats, the team sought to celebrate Norway’s cultural heritage and team unity as they prepare to end a 28-year World Cup absence.
Norwegian star striker Erling Haaland in Viking outfit Photo: David Yarrow
The idea originated from a 2023 solo shoot with Haaland. "If you had to choose one sportsperson that doesn't need much hair and makeup to look like a Viking, it's Erling Haaland," Yarrow said. Haaland, described as the "unofficial voice of the team," recommended Yarrow for the full squad project, which will raise funds for Norwegian charities.
While the Norwegian Football Association intended the images to express history and identity ahead of their first World Cup since 1998, critics argue the portrayal romanticises a violent era of conquest and colonial expansion. Yarrow acknowledged the images might provoke discussion but defended the concept, drawing a parallel between historic Viking voyages and the team’s journey across the Atlantic.
Norway secured their World Cup spot with a perfect qualifying record. They have been drawn in a group with France, Senegal, and Iraq.
Yarrow, known for thinking outside the box, previously photographed Europe’s Ryder Cup team in prohibition-era suits. Sales from that image raised over $1 million for Irish charities. He hopes the Norway photo to be displayed at the team’s North Carolina base, will have a similar charitable impact.
Despite the debate, the images have successfully gone viral, ensuring all eyes will be on Haaland and his teammates when they finally step onto the World Cup stage.
