Erling Haaland, Martin Ødegaard and their Norway teammates have faced criticism following a Viking-inspired photoshoot ahead of the World Cup.

The Scandinavian squad posed holding shields and swords in front of a backdrop featuring traditional Viking longships, in what appeared to be a light-hearted promotional shoot that also produced striking images.

However, the campaign has drawn criticism, with some describing it as “chauvinistic” and even “neo-Nazi” in its undertones, according to The Sun.

The concerns stem from the violent reputation of the Viking era, which began in the eighth century and ended shortly after the Battle of Hastings in 1066. During this period, Vikings were known for raiding, colonisation and widespread pillaging across parts of Europe.

Norwegian journalist Markus Slettholm, writing in Morgenbladet, labelled the shoot “chauvinistic and exclusionary”, arguing that it carried problematic associations linked to Viking symbolism.

He further suggested in an interview that it was “a bit reminiscent of what neo-Nazis were concerned about ten years ago”.

In the lead-up to the World Cup, Slettholm also published an article titled: “Why is it so difficult to love this Norwegian national team?”

Similar criticism has been directed at Norway’s World Cup home kit. Researcher Jane Haug Skjoldli told Klassekampen that the shirts appeared “hyper-masculine and right-wing extremist”, adding that rune-style lettering on the back reflected “unfortunate and typical neo-Nazi and fascist symbolic language”.

The debate has since gained wider attention, with Norway head coach Ståle Solbakken asked about the issue at a press conference. He dismissed the criticism, saying: “There are many bigger and more difficult topics than that. I can’t afford to waste time on that.”

Photographer David Yarrow, who was recommended by Haaland, defended the concept, saying he aimed to portray the players in a dramatic, historical style.

“I like to take people outside of how they’re normally photographed,” he said. “I knew it might get some criticism, but I wanted to play on that sense of journey that goes back to the Vikings, as if they’re setting sail for America.”

He added that the production was carefully executed: “If you do it in a half-hearted way or in a studio it can fall flat, but we really went for it. We got the boats in, got everyone dressed in proper Viking gear, not pantomime stuff.”