Norway was the underdog that made it to the quarterfinals of the World Cup, with a crowd that was rowing along. The hype around Norwegian star Erling Braut Haaland was already enormous. During the championship, it exploded.
He is the player who gained the most new followers on Instagram during the championship – from 40 million to 70 million – according to the site mybettingsites.
Haaland is now being praised online for how he actively responds and reacts to fans' posts – often with the comment "nice". Clips are being shared of how he behaves respectfully towards opponents, training staff and children in the audience.
I think people experience him as authentic. That is often much more important than what is prepared and perfect. And the clips that are shared do not feel staged, says Edit Künstlicher.
It's a clip of him from five years ago. But he's the same! You can't play that role match after match.
“An opposite pole”
While Haaland and the entire Norwegian national team have jokingly (?) portrayed themselves as tough Vikings – Haaland is seen by many as a role model and a soft, equal man who likes to hug his opponents, dares to be ridiculous and shows that you don't have to be macho to be manly. He poses in cowboy hats in Dallas, brings a stuffed raccoon home and jokingly comments on memes that are making fun of him.
He takes things with a kick in the ass and offers himself. I think that's something people appreciate, says lecturer and author Atilla Yoldas, who has written several books about macho culture.
"In general, in mainstream sports there is a lot of focus on dominance and macho culture. He becomes a bit of a counterpoint to all that boring stuff around football," says Yoldas.
“Can be demolished”
At the same time, the critic might point out how low the standards really are when the world starts praising a man because he believes men should take responsibility for the home and children or because he folds a shirt after a match.
On the one hand, low, according to Künstlicher, who says that the polite and respectful behavior Haaland shows is enough to make him a hero today. On the other hand, the fall from the top can be high and fast in a time when you are constantly scrutinized.
One mistake can destroy the entire brand. How he manages what he has built will be interesting to follow. It will say a lot about his legacy.
Born in Leeds, England, where his father played football for Leeds United in the Premier League. Moved to Bryne, Norway, at the age of three.
Has been a striker for Manchester City since 2022 and plays for the Norwegian national team.
Haaland turned 26 on July 21 this year. He and his girlfriend Isabel Haugseng Johansen have a son together who is just over a year and a half old.
