Norway accused of neo-Nazi imagery over Viking outfits at the World Cup

Norway's national team accused of being 'chauvinistic and exclusionary' over Viking photos

Weeks remain before the 2026 World Cup and the controversy has already erupted. Norway's national football team posed in Viking outfits to promote its participation, and the result has been a media storm accusing the players of promoting a "neo-Nancy" aesthetic. Journalist Markus Slettholm, writing in 'Morgenbladet', called the images "chauvinistic and exclusionary", while researcher Jane Haug Skjoldl denounced in 'Klassekampen' that the kits convey "concerns similar to those of the neo-Nancy of a decade ago". The interview on public broadcaster NRK amplified the message.

The cultural heritage paradox

The reaction was not long in coming. While some see in the photos a celebration of the historical heritage of a country forged by Vikings, others interpret them as an exclusionary and "hypermasculine" gesture. The international press has picked up the echo: from Marca to Infobae, where it was noted that Erling Haaland, the team's star, recently donated a 17th-century literary gem to his home village. The debate goes beyond football: why can the Maori display their warrior culture with the haka while Norwegians cannot do the same with the Vikings? The irony of a historical portrayal being labelled neo-Nancy in the land of the longships is lost on no one.

An apology before its time

Another telling detail: according to leaks, the Norwegian federation has already apologised even before the tournament begins. A capitulation that some readers describe as "caving in" to media power. The question left hanging is whether the Viking spirit will survive political correctness or whether, as the harshest critics suggest, the kit will be redesigned before the first match.

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