Erling Haaland: Endorsements | Investments | Brand Campaigns | Charity Work
This article contains information regarding Norwegian professional footballer Erling Haaland’s brand endorsement deals, business ventures, brand campaigns and notable charity work.
Brand Endorsements
Nike
The American sports equipment giant is 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 10-year duration. The deal is worth an estimated $24 to $25 million per year with the massive deal officially making him the new face of Nike’s ‘Number 9’ franchise.
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 headlines multiple campaigns for the brand and will also be the face of the brand’s future product launches.
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 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 on-board 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 £2 million deal, Haaland has been spotted promoting the brand’s apparel and accessories including their signature pieces at events. The association can also be seen on digital and social media platforms. Haaland also attended the luxury brand’s Alta Sartoria/Alta Moda show in Rome.
PRIME
As part of the deal, Haaland promotes the beverage brand through ad campaigns and social media posts and the brand continues to launch Haaland-themed limited-edition bottles.
EA Sports FC
In Sep 2023, Electronic Arts (EA) Sports FC formed a partnership with Erling Haaland. He was also featured as the global cover star for the EA Sports FC 24.
The partnership remains active as Haaland features in the game with a top-tier 90 rating and was also named in the Team of the Year in January 2026.
Beats by Dre
As part of the deal, Haaland appeared in a brand campaign titled ‘The King and the Viking’ alongside NBA superstar LeBron James and will promote their premium range of headphones.
Bama Gruppen
In September 2023, Norwegian fruits and vegetables distributor, Bama signed Erling Haaland as their brand ambassador.
As per the deal, Haaland appeared in a campaign titled “Eat, Move, Sleep” which promotes healthy eating habits amongst children and youth. He continues to promote their products through his social media.
Godfisk
As part of the deal, Erling Haaland has appeared in brand campaigns and regularly posts his collaboration with the company on social media.
CLEAR Men
As part of the deal, Haaland appears in their brand campaigns to promote their hair products.
Synsam
As part of the deal, Synsam Norge has also launched the ‘Erling Haaland Eyewear’ Collection.” The extensive selection consists of 64 different frames for women, men and youth. The collection will be available in Synsam’s stores and online in its core markets – Sweden, Norway, Finland and Denmark – as well as through international e-commerce through synsam.com.”
WALOWI
WALOWI is a natural caffeine-free drink which has been positioned as an alternative to cold drinks. The brand campaign featuring Haaland earned massive views across social media in China. The partnership is due to run until 2028.
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 to the company.
Bon Dep
Norwegian company behind the KKNEKKI hair ties, Bon Dep has an association with Erling Haaland since 2024. Haaland isn’t just a brand ambassador but also an investor and co-owner in the company with a minority stake.
Db Journey
Scandinavian bag and luggage brand Db onboarded Erling Haaland as a strategic investor in June 2025. Haaland has joined Db as a minority shareholder and will play an active role in supporting Db’s global expansion.
This announcement came on the back of the minority investment by LVMH Luxury Ventures Fund I (“LLV”) in November 2024. Haaland has also appeared in their brand campaigns, doubling up as a brand ambassador for the luggage brand.
Chess Mates
Haaland is an investor in Chess Mates to promote Norway Chess and its new format competition called the Total Chess World Championship Tour. The intent behind the investment is to make Chess a more interesting and spectator-friendly sport.
Brand Campaigns
Marriot Bonvoy
“Throughout the tournament, For Fans, Everywhere will unlock unparalleled match access and once-in-a-lifetime experiences for Marriott Bonvoy members who are also Visa cardholders, bringing them closer than ever to the world’s most celebrated sporting event.”
VISA
Erling Haaland teamed up with global fintech and payment technology company VISA for their ‘Tap In’ Campaign designed specifically for promotion of the 2026 FIFA World Cup.
The ad campaign has cleverly combined the tap-to-pay contactless payments system with the easy close-range tap-in goals in football. It also highlights VISA’s role as one of Official Worldwide Sponsor of the FIFA World Cup.
Etihad
As an overarching partnership with Haaland’s club Manchester City, Etihad has featured Erling Haaland as its global brand ambassador, featuring him in their brand campaign titled ‘One Goal, Endless Destinations”.
The brand campaigns feature Haaland in eye-catching promotions of the brand as they promote global travel and the airline’s new international destinations from their Abu Dhabi base.
Budweiser
Erling Haaland partnered with Budweiser as a global ambassador for their “Let It Pour” campaign, which launched in April 2026 for the FIFA World Cup.
The promotional campaign also starred former Liverpool manager Jürgen Klopp. For promoting their beer and the FIFA World Cup,”the global beer icon is supercharging celebrations with Bud FC fan events, The Bud Fan Store, and a new global film calling the world together to Let It Pour.”
Notable Charity Work
In April 2021, Romanian referee Octavian Sovre approached Haaland at the end of the first leg of 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.
