The Norwegian Seafood Council (NSC) has announced a sweeping consumer marketing initiative that will run across the United States during the 2026 FIFA World Cup. The effort is designed to elevate Norwegian seafood in the minds of American shoppers by emphasizing its provenance, nutritional advantages, and cultural heritage.
A Partnership Built on Performance
Central to the campaign is a collaboration with Erling Haaland, the Norwegian soccer phenom whose global profile adds a compelling narrative of elite performance driven by quality nutrition. Haaland’s involvement extends beyond endorsement; his image will headline digital assets that will appear throughout the country, with a marquee placement in New York City’s Times Square on June 22.
The initiative draws on recent NSC consumer research indicating that three‑quarters of shoppers consider the origin of seafood a decisive factor in purchase decisions, while more than half are willing to pay a premium for products with clear labeling. This data underpins a broader strategy to position Norwegian seafood as a premium yet accessible choice for health‑conscious consumers.
From the Pitch to the Plate
Beyond the spotlight on Haaland, NSC is deepening its ties to the sport’s infrastructure in the United States. Norwegian seafood exporters will supply the Norwegian national team’s training facility in North Carolina, ensuring that elite athletes have access to sustainably sourced protein. The partnership also supports community youth soccer programs in Brooklyn, N.Y., through the Gjøa Soccer Summer Camps, reinforcing the link between nutrition and athletic development.
The campaign’s reach will also extend into the foodservice sector through a collaboration with Kabin, a Scandinavian‑inspired restaurant in New York City. Kabin will feature limited‑time dishes highlighting Salmon from Norway, giving diners a tangible taste of the country’s maritime heritage.
While the World Cup serves as the campaign’s focal point, NSC views the United States as a long‑term priority market. Continuous investment in consumer education, digital outreach, and strategic partnerships aims to cement Norwegian seafood as a staple in American kitchens and restaurants.