Haaland, who holds the Premier League’s goalscoring record – netting 36 goals last season – penned the deal with the Norwegian Seafood Council this week.

“Seafood has been a part of my upbringing and my diet growing up. Norwegian seafood, the world’s best, still has a natural place in my life. The Norwegian Seafood Council does a tremendous job showcasing knowledge and inspiration about tasty, healthy, and sustainable seafood globally and back home in Norway. It was only natural for me to enter this partnership,” said Haaland in a press release.

Norway is the world’s largest net exporter of seafood, with the equivalent of around 39 million meals served daily. In 2023, the country exported over 60 species to 153 markets globally.

“On behalf of Seafood from Norway, we are thrilled to announce our partnership with world-renowned Norwegian football megastar Erling Braut Haaland,” said Christian Chramer, CEO of the Norwegian Seafood Council.

“Haaland is recognized as one of the best footballers in the world. The fit with Norwegian seafood, which is enjoyed in nearly every part of the world, is therefore undoubtable. Being able to join forces as two of Norway’s best exports and strongest brands fills us with immense pride,” Chramer added.

A separate deal has been struck with Norway’s women and men’s football teams.

“We are very pleased to have with us the strength of our national teams as well. This is a team effort, and the whole seafood industry stands together with our esteemed athletes in this hugely exciting time moving forward,” said Chramer.