Norwegian Seafood Strikes Global Partnership with Erling Braut Haaland

The Norwegian superstar teams up with Seafood from Norway in fresh 2.5-year collaboration.

– 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, says Erling Braut Haaland.


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

-Haaland is recognized as one of the best footballers in the world. Being able to join forces as two of Norway’s best exports and strongest brands fills us with immense pride. Norway and the UK are proud ocean nations and share a long-standing partnership. Haaland’s remarkable athleticism, dedication to fitness and his healthy lifestyle choices align perfectly with the qualities of seafood from Norway as a healthy, nutritious dietary option, and this partnership underscores the shared commitment of both Haaland and Norwegian seafood to strive for greatness within their respective fields in a joint effort towards increasing the consumption of seafood – Chramer continues.

Partnering up with national teams

The deal is set for 2.5 years and takes effect April 1st. A separate deal is struck with Norway’s two national teams, both women and men. They will join us in showcasing the vast array of seafood treasures from Norway.

– 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, says Chramer.

Norwegian seafood in numbers

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

The UK is a key market for Norwegian seafood and Norway and the UK share a long-standing seafood partnership:

  • Norway is the top exporter of seafood to the UK, holding an estimated 20% share of seafood imported to the market (2023).
  • Among top species exported from Norway to the UK are cod, salmon, haddock, cold-water prawns and halibut.
  • Seafood from Norway is readily available across UK retail and hospitality including the nations favourite – fish & chip sector.


About the Norwegian Seafood Council  

The Norwegian Seafood Council (NSC) works together with the Norwegian fisheries and aquaculture industries and local partners to develop markets for Norwegian seafood through market access, market insight, marketing and PR. The NSC is headquartered in Tromsø, Norway, and maintains local representatives in 15 of Norway’s most important international markets. The Norwegian seafood industry finances the activities of the NSC via a tariff on all Norwegian seafood exports. The NSC is a public company owned by the Ministry of Trade, Industry and Fisheries.

To learn more about Norway’s unique location, diverse seafood, generations of experience, and industry-leading sustainable fishing techniques, go to