International

For years, Norway had a branding challenge that most countries would envy: people liked Norway, they just didn't think about it very often.

Then came the 2026 FIFA World Cup.

Suddenly, millions of people around the world were talking about Norwegian football, Erling Braut Haaland, Viking “Row” celebrations, salmon, brown cheese and the values Norway represents. The tournament became much more than a sporting event. It became a masterclass in how visibility, emotion and cultural relevance can amplify national reputation and create value far beyond tourism.