Erling Haaland: Brand Endorsements | Business Ventures | Charity Work
Here, we look at the brand endorsements, business ventures, and notable charity work of the Norwegian footballer Erling Haaland.
Brand endorsements
Nike
The American sports equipment giant was Haaland’s first-ever boot and personal equipment supplier at the senior level.
In April 2023, Haaland signed a lucrative new deal with Nike for a duration of at least ten years. The deal is worth an estimated £15–23 million per year, officially designating him as the face of Nike’s “Number 9” boot.
Samsung Norge (Norway)
Samsung announced Haaland as a brand ambassador in the Nordic region to promote its latest series of “Galaxy” smartphones in March 2021.
Breitling
Luxury watchmaker Breitling unveiled Haaland as one of its brand ambassadors in October 2022. Haaland has since headlined multiple campaigns for the brand.
Viaplay
In August 2022, Haaland was roped in as a brand ambassador by Nordic streaming service Viaplay. Aside from joining as Viaplay’s spokesman, Haaland also teamed up with the company to launch the “Haaland – The Big Decision” documentary.”
Midea
The Beijiao-based Chinese home appliance company leveraged its pre-existing relationship with Manchester City FC to onboard Haaland as an Official Global Brand Ambassador in August 2023.
The Midea ambassadorship entails Haaland taking part in various marketing campaigns for the brand and also featuring in merchandise giveaways and other digital projects.
Dolce & Gabbana
As part of the reported £2m deal, Haaland has been spotted promoting the brand’s apparel and accessories. He also attended the luxury brand’s Alta Sartoria/Alta Moda show in Rome.
PRIME
PRIME Hydration, an American beverage brand founded by internet celebrities Logan Paul and KSI, signed Haaland as a brand ambassador in August 2023.
As part of the deal, Haaland promotes the beverage brand through ad campaigns and social media posts. PRIME has also launched limited-edition Haaland-themed bottles.
EA Sports FC
In September 2023, EA Sports formed a partnership with Erling Haaland for its football simulation video game series FC (formerly FIFA). He was featured as the global cover star for EA Sports FC 24.
Beats by Dre
Haaland was enlisted as a brand ambassador by audio equipment company Beats by Dre in October 2023.
As part of the deal, Haaland appeared in a brand campaign titled “The King and the Viking” alongside NBA superstar LeBron James to promote Beats’ premium headphone range.
Bama Gruppen
In September 2023, Norwegian fruit and vegetable distributor Bama signed Haaland as a brand ambassador.
As part of the deal, Haaland appeared in a campaign titled “Eat, Move, Sleep”, which aimed to promote healthy eating habits among children. He continues to promote Bama products via social media.
Godfisk
As part of the deal, Haaland has appeared in Godfisk brand campaigns and regularly posts on social media in collaboration with the company.
CLEAR Men
As part of the deal, Haaland appears in CLEAR Men brand campaigns to promote its hair care products.
Synsam
As part of the deal, Synsam Norge launched the “Erling Haaland Eyewear” collection, comprising frames for women, men, and young people and made available on Synsam’s online store as well as at its local outlets across Sweden, Norway, Finland, and Denmark.
WALOWI
WALOWI is a naturally caffeine-free drink that has been positioned as an alternative to soft drinks. The brand campaign featuring Haaland earned massive views across social media in China. The partnership is due to run until 2028.
Marriott Bonvoy
In March 2026, Haaland appeared in Marrioty Bonvoy and Visa’s joint campaign ahead of the 2026 FIFA World Cup titled “For Fans, Everywhere”, through which they promoted “unparalleled match access and once-in-a-lifetime experiences for Marriott Bonvoy members who are also Visa cardholders”.
Visa
Haaland teamed up with the global finance and payment technology giant for its World Cup-focused “Tap In” campaign, which promoted Visa’s tap-to-pay contactless payment system by comparing it to the easy close-range tap-in goals in football.
Etihad
Due to its overarching partnership with Haaland’s current club, Manchester City, UAE flag carrier Etihad has the Norwegian on board as its global brand ambassador, having featured him in its brand campaigns, such as the one titled “One Goal, Endless Destinations”.
The campaign features Haaland in eye-catching promotions, showcasing the airline’s new international destinations from its Abu Dhabi base.
Budweiser
Haaland partnered with Budweiser as a global ambassador for its “Let It Pour” campaign, which launched in April 2026 and focused on the 2026 FIFA World Cup. The campaign also starred former Liverpool manager Jürgen Klopp.
Business ventures | Investments
Hyperice
Haaland acquired a share in sports tech company Hyperice in May 2021, making the Irvine, California–based muscle recovery products manufacturer the first high-end investment made by the young Norwegian. Haaland also serves as a global brand ambassador for the company.
Bon Dep
Bon Dep, a Norwegian company behind the KKNEKKI hair ties, has maintained an association with Erling Haaland since 2024. Haaland isn’t just a brand ambassador for the company, but also an investor and minority co-owner.
Db Journey
Scandinavian bag and luggage brand Db onboarded Erling Haaland as a strategic investor in June 2025. Haaland joined Db as a minority shareholder and plays an active role in supporting its global expansion strategy.
This announcement came on the back of a minority investment by LVMH Luxury Ventures Fund I (“LLV”) in November 2024. Haaland has also appeared in Db’s brand campaigns.
Chess Mates
Haaland is an investor in Chess Mates and promotes it and its new competition format, called the “Total Chess World Championship Tour”. The intent behind the investment is to make chess a more interesting and spectator-friendly sport.
Notable charity work
In April 2021, Romanian referee Octavian Sovre approached Haaland at the end of the first leg of the UEFA Champions League quarter-final between Manchester City and Borussia Dortmund to ask the Norwegian to autograph his red and yellow cards. It was later revealed that the cards would be auctioned off to raise money for SOS Autism Bihor, a Romanian charity dedicated to providing support to autistic people.
