As the 2026 FIFA World Cup approaches, Erling Haaland is preparing for one of the busiest and most significant summers of his career.

Having helped Norway qualify for the World Cup for the first time in 28 years, the Manchester City striker is preparing for his first major international tournament. At the same time, he is also taking on another role for his homeland — serving as one of the most recognizable faces of Norwegian industry.

Speaking recently to FIFA, Haaland reflected on the achievement of guiding Norway back to football’s biggest stage.

"Playing in the World Cup is a huge moment for me," he said. "One of my biggest dreams and goals was to help bring Norway back to the World Cup. I worked hard for it, and now that moment has finally arrived."

Widely regarded as one of the best strikers in world football, Haaland has already won three Premier League Golden Boots and three Premier League Player of the Season awards, while also earning multiple selections to FIFA’s World Best XI. Yet one notable gap remained on his résumé: he had never appeared at either a FIFA World Cup or UEFA European Championship.

Norway’s previous World Cup appearance came at France 1998, two years before Haaland was born. Their last major tournament appearance was UEFA Euro 2000.

"When I was growing up, I never got to watch Norway at the World Cup," Haaland recalled. "Whenever the tournament came around, I had to support another country."

Norway have been drawn into Group I alongside France, Senegal and Iraq. While France are considered the clear favorites to top the group, Norway will be targeting a place in the knockout rounds behind their star striker.

The tournament also carries personal significance for Haaland. His father, Alf-Inge Haaland, represented Norway at the 1994 FIFA World Cup in the United States, meaning both father and son will now have experienced football’s biggest stage.

Haaland’s contribution to his country extends beyond the pitch.

Throughout June, the Norwegian Seafood Council is running a major campaign across Seoul and online channels featuring the striker as its leading ambassador. Haaland has served as the global ambassador for the Seafood from Norway brand since 2024 and recently extended the partnership through 2028.

The campaign aims to promote Norwegian salmon, mackerel and the broader Norwegian origin brand by leveraging Haaland’s global popularity. Advertisements featuring the forward will appear across major outdoor media locations in Seoul, including Gwanghwamun and Hongdae, as well as key subway stations throughout the city.

Fans who spot Haaland in outdoor advertisements or during football broadcasts and share photos on social media, or participate in campaign quizzes, will have the chance to win printed autographed footballs through promotional giveaways.

This summer, Haaland will lead Norway’s attack on the field while simultaneously acting as a global ambassador for one of the country’s most important industries off it. In North America, he will be Norway’s spearhead up front. In Seoul, he will serve as a marketing striker for his nation.

Norway open their World Cup campaign against Iraq on June 17 (KST) at Boston Stadium in Boston. According to football analytics company Opta’s supercomputer projections, Norway have a 3.51 percent chance of winning the tournament, while South Korea’s title chances are estimated at 0.36 percent.