Hair suit: Erling Haaland and the limits of real-time marketing

The Manchester City player’s dispute with a Norwegian airline over the unauthorised use of his famous ponytail highlights the risks brands face when capitalising on celebrities in quickfire social media campaigns.

Already registered?

For multi-user price options, or to check if your company has an existing subscription that we can add you to for FREE, please email Atif Choudhury at achoudhury@worldipreview.com

More on this story

Trademarks

Erling Haaland strikes over airline's ponytail ad

5 October 2026 Manchester City’s star player has launched legal action against Norwegian Air Shuttle, claiming a viral World Cup campaign unlawfully exploited his signature blonde ponytail for commercial gain.

Trademarks

EUIPO applauds Spain’s FIFA World Cup win—and looks ahead to 2030

20 July 2026 La Roja’s players will hope to benefit from a portfolio of registered trademarks, while FIFA’s IP strategy for the next tournament begins.

Trademarks

The firms FIFA uses to defend its IP

25 June 2026 FIFA's corruption trials got all the press, but there's a quieter legal fight that never stops: protecting its brand. Craig Savitzky of Pirical collates data on some of the firms doing FIFA's intellectual property work.

UK government overhauls ‘outdated’ design protection system

Mercury among dangerous toxins in fake cosmetics, says UK IPO

China’s top trademark lawyers and law firms recognised in WIPR rankings

Cross-border (re)branding: Lessons from a Portuguese lip balm TM ruling

Mondelēz sues vegan chocolatier over alleged Toblerone shape infringement

Oura targets Ultrahuman’s redesigned smart ring following import ban

EU counterfeit seizures hit all-time high of 196 million

‘Companies that don’t leverage AI will struggle to keep up’: Umicore IP chief

Hair suit: Erling Haaland and the limits of real-time marketing

More on this story

Editor's picks

Editor's picks

More articles