Odegaard leads Norway’s Viking rowing celebration after World Cup last-16 amid Haaland photo row
Norway reached the World Cup knockout stages for the first time in 28 years after a pulsating 3-2 victory over Senegal in New York on Tuesday, a result that sparked a thunderous celebration rooted in the nation’s Viking heritage.
Viking Row celebration
As the final whistle blew at the New York New Jersey Stadium, the atmosphere turned from tension to triumph. Norway’s players, led by captain Martin Ødegaard, gathered on the pitch as a drum was brought out. Ødegaard began beating it with increasing intensity, and the squad — including match-winner Erling Haaland — sat on the turf, performing a coordinated rowing motion in unison with thousands of fans. The ritual, known as the Viking Row, has become a viral phenomenon of the tournament, inspired by Norway’s historic identity as a seafaring nation and representing unity, strength and collective spirit.
The scene was the culmination of a gripping match. Marcus Holmgren Pedersen put Norway ahead in the first half before Haaland took over after the break, scoring twice to steer his side towards victory. Crystal Palace winger Ismaila Sarr twice pulled Senegal back into the contest, but Norway held firm. The win, combined with an opening 4-1 defeat of Iraq, secured qualification to the Round of 32 — a feat Norway had not achieved since 1998, when they reached the last 16 in France.
Norway’s return to the World Cup ended a 28-year absence from the tournament finals. They booked their place in the 48-team expanded competition by winning all eight of their Group I matches in European qualifying, with Haaland finishing as the top scorer in UEFA qualification with 16 goals. His form has carried into the tournament proper: following his brace against Senegal, Haaland has scored four goals in two games, becoming Norway’s all-time top scorer in World Cup history. He has now scored 59 goals in 52 international appearances and found the net in each of his last 12 competitive matches for his country.
Norway’s final group stage fixture will be against France, with both teams already guaranteed to advance. The match is being billed as a duel between Haaland and France’s Kylian Mbappé, who have each scored four goals so far in the tournament. Mbappé’s brace in France’s 3-1 opening win over Senegal took his career World Cup tally to 16 goals, equalling Miroslav Klose and moving him closer to Lionel Messi’s record. The Golden Boot race remains tight, with both players one goal behind Messi.
Photoshoot controversy
Norway’s embrace of Viking imagery has not been limited to on-field celebrations. Before arriving in the United States for the World Cup, the squad took part in a striking themed photoshoot on a beach in Oslo. Styled in historical Viking attire — complete with shields, swords and longboats in the background — the players were photographed by David Yarrow in a campaign commissioned by the Norwegian Football Federation. Titled ‘The Vikings are Coming’, the shoot was prepared for sale as potentially Norway’s most expensive photograph, with limited-edition prints available and a portion of proceeds going to the country’s Children’s Cancer Association.
The images went viral but also provoked sharp criticism. Norwegian journalist Markus Slettholm, writing for the newspaper Morgenbladet, described the photos as “chauvinistic and exclusionary”, suggesting they evoked imagery associated with extremist movements and neo-Nazis. Researcher Jane Haug Skjoldli raised concerns about “hyper-masculine” undertones and possible links to far-right or neo-Nazi symbolism, particularly regarding rune-inspired designs on the team’s kits. VG commentator Hans Petter Sjøli added that the Viking motif felt “worn out” and “loud and Disney-like”, arguing for a more down-to-earth image for Norwegian football.
Head coach Ståle Solbakken dismissed the backlash, saying there were “bigger and more difficult topics” to focus on and that he could not “afford to waste time on that”. The Norwegian Football Federation defended the campaign, stating it was designed to showcase unity and national heritage rather than stereotypes. Photographer David Yarrow said he aimed for a dramatic, historical portrayal while acknowledging the potential for criticism. Some defenders of the shoot compared it to other nations using their cultural symbols, arguing that Norse heritage should not be equated solely with extremism.
The controversy did nothing to dampen the spirit of celebration after Tuesday’s win. As Ødegaard beat the drum and Haaland rowed alongside fans, the Viking Row — a modern adaptation of ancient maritime tradition into football fan culture — became the defining image of Norway’s long-awaited return to the knockout stage.
