Norway returns to the World Cup after 28 years with a Viking-inspired identity

Norway's long-awaited return to the FIFA World Cup has sparked a wave of national pride, with players, supporters and football officials embracing imagery inspired by the country's Viking past. But while the campaign has generated excitement among many fans, it has also prompted criticism from some observers who question the historical symbolism being celebrated.

Led by stars Erling Haaland and Martin Odegaard, Norway has qualified for its first men's World Cup since 1998, ending a 28-year absence from football's biggest stage. As anticipation builds, the team has adopted a distinctly Viking-inspired identity that has become a major talking point ahead of the tournament.

"A dream 28 years in the making... let's do this!" Norway star Erling Haaland wrote on the X platform Monday, reposting a dramatic team photograph alongside an image of his father, Alfie Haaland, representing Norway at the 1994 World Cup.

A Viking-inspired World Cup campaign

The most striking element of Norway's World Cup build-up has been a professionally staged photo shoot featuring players dressed in traditional Viking-style clothing, complete with shields, weapons and longboats against a dramatic fjord backdrop.

The concept was commissioned by the Norwegian Football Federation and photographed by British photographer David Yarrow, who had previously collaborated with Haaland on an individual project.

Norway manager Stale Solbakken said the idea originated with photographers and was met with enthusiasm by players and football officials.

"It was an ask or a question from the (photographers)," Solbakken said Monday before Norway's opening World Cup match against Iraq.

"The players wanted me to do it. They were positive. The federation was positive. And I was average positive. And then we did it."

The images quickly attracted attention online, with many praising their cinematic quality and uniquely Norwegian character.

Fans revive a Viking tradition in the stands

The Viking theme extends beyond the players.

Norwegian supporters have adopted a coordinated routine known as the "Viking row", with rows of fans wearing Viking helmets and national team colours moving backwards and forwards in synchronisation to the beat of a drum.

The spectacle is expected to feature prominently during Norway's group-stage matches in Foxborough, Massachusetts, against Iraq and France, as well as in New Jersey against Senegal.

Some observers believe the display could achieve the same global recognition as Iceland's famous "thunder clap", which became one of the defining fan traditions of Euro 2016 before being copied by clubs and national teams around the world.

Historical symbolism sparks criticism

While many have welcomed the campaign as a celebration of Norwegian culture and history, others have raised concerns about the message conveyed by Viking imagery.

Historians note that Vikings are remembered not only for exploration and seafaring achievements but also for raids and violent campaigns conducted across Europe during the ninth and tenth centuries.

The team photograph has therefore become the subject of debate in Norway.

Markus Slettholm, a commentator for the newspaper Morgenbladet, criticised the concept, arguing that it glorified a problematic chapter of history.

He described the image as chauvinistic and "a bit reminiscent of what neo-Nazis were concerned with 10 years ago."

The criticism has not persuaded Solbakken, who dismissed the controversy as relatively insignificant compared with other issues facing society.

"There are many bigger and more difficult topics," he said before the World Cup.

"I can't afford to waste time on that."

Celebration with a charitable purpose

Photographer David Yarrow acknowledged before the release that the project could divide opinion.

"The Athletic" reported that he anticipated criticism but believed the images would still resonate with supporters.

Beyond the debate, the campaign also has a charitable dimension. According to the BBC, proceeds from sales of the Viking-themed team photograph will be donated to Norwegian charities.

For Norway, the discussion reflects the heightened attention surrounding a team carrying the hopes of a football nation eager to make its mark after nearly three decades away from the World Cup.

(With AP inputs)