Erling Haaland's image found on 469-kg cocaine haul seized by police near Ecuador-Colombia border

Quito: Norwegian football star Erling Haaland's likeness has graced hoardings, trading cards, and television broadcasts, turning him into a social media sensation after netting seven goals across four World Cup fixtures in July.

Now, law enforcement in Ecuador has discovered his image in an unexpected location — affixed to green rectangular bricks forming part of a massive cocaine haul seized inside a lorry near the Colombian border.

The driver of the transport was apprehended following the confiscation of the 469-kilogramme cocaine stash on Wednesday, police confirmed, though officials offered no rationale for the decals depicting the blonde Norwegian forward.

However, narcotics traffickers frequently brand their consignments with the names or images of prominent athletes and celebrities to indicate which criminal syndicate manufactured the goods and to identify the intended recipient.

A press statement noted that anti-narcotics officers were conducting a check following a tip-off received early Tuesday morning along the Pan-American Highway when they spotted a suspicious lorry. A search revealed 370 wrapped blocks hidden inside a false bottom within the vehicle.

Police released footage depicting the bricks spilling out from the lorry's concealed compartment, with stickers of Haaland — frequently dubbed a “pretty princess” and “babygirl” by fans — plainly visible.

Haaland emerged as one of the leading goalscorers and most charismatic figures at the World Cup co-hosted by Mexico, the United States, and Canada, where his towering presence and quirky humour spawned an array of viral videos and internet memes.

Haaland is not the sole football icon appearing on contraband consignments — the image of Argentine national team captain Lionel Messi has previously surfaced on intercepted drug packages.

Ecuador is regarded as a strategic transit hub for international drug smuggling, where narcotics are stockpiled, stored, and dispatched along Central American routes predominantly bound for the United States, as well as shipments directed toward Europe.

Police confirmed that a woman identified as María R, holding Colombian identity papers, was taken into custody during Wednesday's operation in the Guagua Negro area, close to the border city of Tulcán, 246 kilometres north of the capital, Quito.

The estimated market value of the haul approaches USD 842,000 domestically, over USD 11 million in the U.S., and upwards of USD 19.6 million (17 million euros) across Europe.

In Ecuador, local gangs operating in tandem with Colombian and Mexican cartels oversee the smuggling routes and handle distribution, with 80 per cent of the narcotics originating in Colombia and the remainder sourced from Peru.

During the first six months of this year, authorities reported seizing 80 tonnes of illicit drugs, compared to nearly 215 tonnes confiscated in 2025, primarily cocaine. In 2024, total seizures reached almost 295 tonnes.

PTI