Haaland’s social-media growth gave the campaign a powerful personal face. The Norway striker reportedly gained 31.9 million Instagram followers during the World Cup, the largest increase recorded by any player at the tournament.
His content was informal rather than heavily produced: short clips from the national-team camp, everyday moments and a relaxed view of life around the squad. That tone made the player feel accessible, while giving viewers a reason to look beyond the pitch.
Norway’s supporters added another layer to the country’s appeal. Their rowing gesture, performed by fans seated one behind another, spread through social-media clips before appearing in streets and on public transport.
The team’s visual identity strengthened the effect. Red shirts, Nordic-inspired numbers and repeated Viking references gave Norway an instantly recognisable presence during the tournament.
Lubieniecki said the commercial figures showed “a clear link” between the sporting event and travel decisions. A reported spike in Wikipedia traffic on the day Norway played England reinforced how quickly football attention became wider curiosity.
The challenge now is turning that curiosity into lasting interest. Haaland’s next international appearances, Norway’s future tournament ambitions and the continued creativity of its supporters will determine whether this was a short-lived World Cup surge or the start of a durable tourism and commercial story.