Norway has sent a striking message ahead of the 2026 FIFA World Cup by unveiling a highly original team photo inspired by its Viking past, with stars Erling Haaland and Martin Ødegaard fronting the campaign. The Scandinavian side, drawn in France’s group, is one of the most anticipated opponents of the tournament’s opening stage, and the federation’s bold visual has already generated attention before the team leaves for North America.
Instead of the usual formal squad portrait, Norway chose a cinematic scene set by a fjord near Oslo, where all 26 selected players were photographed wearing Viking-style gear and holding shields, spears, bows and axes in front of drakkars. The image was created by British photographer David Yarrow, known for his dramatic wildlife and charity work, as well as for sports photography. Yarrow said he wanted to portray people outside their usual setting and to build a picture that felt historically grounded rather than artificial.
The shoot was carefully staged to reflect a sense of authenticity. A special jetty was built using historically accurate techniques, and the natural landscape was chosen to avoid making the image look fake. Some players were also given additional makeup to make them appear more imposing. Ødegaard was absent from the original shoot because of club commitments and was later added digitally, along with some background elements. Yarrow insisted on showing behind-the-scenes material to prove the image was not generated by artificial intelligence.
Norwegian football officials embraced the concept as part of a broader identity strategy. Federation president Lise Klaveness said the Viking reference is already associated with Norway, so the team might as well own it and use it to express its true character, especially its collective spirit and sense of brotherhood. The campaign aims to project unity, strength and national pride as the team prepares for a major international stage.
On the field, Norway arrives with strong momentum. The national team has not appeared at a World Cup since 1998, but it qualified in dominant fashion by winning all eight of its matches, scoring 37 goals and conceding only five. Its campaign also eliminated Italy from direct qualification, pushing the four-time champions into the playoffs.
The Viking theme has extended beyond the official team photo. Supporters have also introduced a new stadium choreography inspired by Scandinavian seafaring history, evoking the rowers of traditional flat-bottomed boats used by ancient navigators. The visual identity and fan culture surrounding the team have drawn comparisons to Iceland’s famous support at Euro 2016, when its clapping celebration became a tournament-wide phenomenon. For Norway, the hope is that the symbolic nod to its past will help inspire a new chapter in football history, one that could carry the team deep into the 2026 World Cup.
