Budweiser has launched its 'Let It Pour' campaign across more than 40 countries, according to Sportbladet. The campaign includes Bud FC fan events, The Bud Fan Store, and a global film featuring Haaland and his father Alf-Inge, according to Sportbladet. The Bud Fan Store is available online in select markets, Sportbladet reports. According to Sportbladet, Jürgen Klopp has also been named a Budweiser global ambassador.
In Norway, where alcohol advertising is illegal, Haaland's Budweiser advertisement has drawn criticism from organizations including IOGT and Actis, according to Sportbladet. Haaland rarely drinks alcohol, according to Sportbladet. According to Sportbladet, IOGT secretary general Hanne Cecilie Widnes described the ad as 'tragic', and Actis secretary general Inger Lise Hansen criticized Haaland for promoting alcohol despite his health-conscious image.
It is tragic that Haaland does not see how negative it is for children and young people.
According to Sportbladet, Hansen noted that Haaland's shirt in the ad resembles the Norwegian national team shirt. According to Sportbladet, Widnes said the Norwegian Football Federation should have stopped Haaland. According to Fotbollskanalen, Av-og-til secretary general Ragnhild Kaski called the ad a disappointment and demanded answers from the NFF. Kaski also said she was surprised if the NFF supported the visual expression in the ad, according to Fotbollskanalen.
Responding to the criticism, NFF commercial chief Runar Pahr Andresen told Sportbladet that the federation has no power to control Haaland's personal sponsorships, and that Budweiser is a global sponsor of FIFA and can market where legal. According to Fotbollskanalen, Andresen added that the NFF has guidelines for players during national team duty, but a player can participate in global marketing for a FIFA sponsor. According to Fotbollskanalen, Andresen also noted that because alcohol advertising is illegal in Norway, the NFF cannot make deals with beer producers on the Norwegian market. Av-og-til is a partner of the NFF, Fotbollskanalen reported.
I think this is very special. That someone who cares about health – which I perceive Haaland does – chooses to be a marketing object for an alcohol brand.
Financial terms of Haaland's endorsement deal have not been disclosed. It remains unclear how the 'Let It Pour' campaign will be handled in Norway given the ban on alcohol advertising.
They are clearly playing on him representing the Norwegian national team during the period when the World Cup is to be played. Saying anything else is a bit too stupid, I think.
Haaland has entered into a personal agreement with one of FIFA's biggest World Cup sponsors, which he naturally has the right to do.
I think it is very surprising, I must say. And a disappointment, that one of the biggest role models for children and young people in Norway chooses to advertise alcohol.
NFF has guidelines for players during the period they are on national team duty, but a player can participate in a global marketing campaign for a FIFA World Cup sponsor. Since alcohol advertising is illegal in Norway, we as a federation naturally cannot enter into agreements with beer producers on the Norwegian market.
No, I must say I am surprised if they have chosen to support the visual expression that you see in the ad, even if such advertising is not primarily aimed at the Norwegian audience.