A social media wager between Norwegian Air and British Airways concluded with Norwegian Air temporarily changing its Instagram profile picture to the British Airways crest. This followed England‘s 2-1 victory over Norway in the FIFA World Cup 2026 quarter-final on July 11.
The light-hearted bet stipulated that the airline representing the losing country would display the winner’s airline logo as its Instagram profile picture for 24 hours. Norwegian Air honoured the agreement, swapping its usual red tail logo for the familiar blue ribbon of British Airways.
The Quarter-Final Showdown and Its Aftermath
The match, held in Miami Gardens, Florida, saw England secure a 2-1 win, advancing them to the semi-final against Argentina in Atlanta. For Norway, this quarter-final appearance marked a significant achievement, as it was their first time reaching the last eight in the tournament’s history. Their previous best performances included Round of 16 finishes in 1938 and 1998, and a group-stage appearance in 1994. The 2026 tournament was Norway‘s first return to the World Cup since 1998.
Following the final whistle, Norway striker Erling Haaland was seen embracing England‘s match-winner, Jude Bellingham. Haaland praised Bellingham, calling him “one of the best in the world” and stating that “England is lucky because everybody would want a Jude in the team.” Reflecting on Norway‘s performance, Haaland commented on how the team had “put Norway on the map,” expressing that this achievement “touches me the most” and would change both Norway and himself.
The social media post from Norwegian Air under the temporary logo read, “While the tournament is over for us, this friendly bet will forever live in all our hearts. We wish England and British Airways all the best in the semi-final, and we sincerely hope you’ll get to bring football home!” This gesture saw the Oslo-based budget carrier adopt its rival’s colours for a day.
Brand Rivalry and Public Relations Strategy
This corporate sports wager highlighted a unique aspect of brand rivalry. The bet carried no financial stakes, focusing instead on pride. The interaction between the two airlines went viral within hours, especially given both teams’ strong performances in the tournament, with Norway reaching its first-ever World Cup quarter-final and England pursuing a deep run.
The wager transformed competition into engaging content. British Airways‘ parent company, IAG, had previously attempted to acquire Norwegian Air, even holding a 4.6% stake. Norwegian Air had also disrupted transatlantic fares and surpassed British Airways as the largest non-US airline on New York routes in 2018.
Such corporate sports wagers have become a common public relations strategy, generating millions of impressions for brands at minimal cost. This particular activation was well-timed during the knockout stage of the World Cup 2026, a tournament for which FIFA‘s president noted “absolutely crazy” demand for air travel. The approach taken by Norwegian Air was described as self-deprecating and human, leaning into the loss rather than concealing it, which is considered rare for an airline.
After the 24 hours, Norwegian Air reverted its logo. Both brands benefited from the exposure, gaining millions of impressions from a single Instagram post. This event served as a reminder that effective marketing can sometimes involve gracefully acknowledging a loss, even amidst a tournament featuring significant sponsorships.
Corporate sports wagers have a history spanning over 10 years, with precedents such as the 2013 Super Bowl bet between Budweiser and MillerCoors, the 2014 World Cup challenge between McDonald’s Brazil and McDonald’s USA, and the 2016 Euro wager involving Icelandair and British Airways. Other instances include Aeromexico versus Lufthansa in the 2018 World Cup, Salesforce against Oracle in the 2015 NBA Finals, Amazon versus Walmart in the 2022 World Cup, Tourism NZ versus Tourism Japan in the 2019 Rugby World Cup, and Visit Scotland versus Visit England in the 2021 Euros. The Norwegian Air and British Airways wager is the latest example of this trend.
