As international soccer excitement reaches a fever pitch this summer, Seafood from Norway is bringing a unique blend of Norwegian culture, premium seafood and community engagement to New York City through a dynamic series of events and experiences. The campaign aims to showcase the connection between healthy living, world-class athletic performance and Norway’s renowned seafood traditions while creating memorable experiences for soccer fans, food lovers and local communities alike.
At the heart of the initiative is a celebration of Norwegian heritage and the role seafood plays in supporting healthy, active lifestyles. Through high-profile activations across New York City, Seafood from Norway is introducing Americans to the flavors, traditions and values that have long been associated with Norway’s fishing culture and sporting success.
The campaign features a variety of consumer-focused experiences, including large-scale digital advertising in Times Square starring global soccer superstar Erling Haaland, special culinary collaborations at a Norwegian-inspired restaurant in Manhattan and a youth soccer development program in Brooklyn designed to inspire the next generation of athletes.
Bringing Norwegian Culture to America Through Soccer
According to Karine Rød Haraldsson, Director USA for the Norwegian Seafood Council, the summer presents a unique opportunity to connect with American audiences through the universal language of sport.
“This summer presents an exciting opportunity to introduce more Americans to the culture and traditions of Norwegian soccer culture,” Haraldsson said. “Soccer has a way of turning restaurants into gathering places, neighborhoods into fan communities and meals into shared experiences. Whether experienced in a restaurant, on a soccer field or beneath the lights of Times Square, we hope these moments reflect the values Seafood from Norway is known for: quality, connection and a healthy lifestyle.”
The initiative is designed to highlight how food and sport can bring people together while showcasing Norway’s commitment to sustainability, nutrition and community-building.
Erling Haaland Takes Over Times Square
One of the campaign’s most visible attractions will be a major digital advertising display in New York City’s iconic Times Square.
Beginning June 22, towering digital screens will feature Erling Haaland, one of the world’s most recognizable soccer stars and a proud ambassador for Norwegian excellence. The campaign highlights the role Norwegian salmon plays in maintaining a balanced diet and supporting peak athletic performance.
Haaland, known globally for his scoring prowess and physical conditioning, has frequently spoken about the importance of nutrition in his training regimen. Seafood, particularly salmon, has long been a staple in his diet, making him a natural fit for a campaign focused on healthy eating and performance.
The Times Square activation seeks to connect Haaland’s athletic success with the nutritional benefits of Norwegian seafood, reinforcing the message that quality food choices can contribute to healthier lifestyles both on and off the field.
Supporting Athletes Through Nutrition
The campaign’s focus on performance extends beyond public-facing marketing efforts.
In North Carolina, where Norway’s national soccer team is based during the tournament period, team chefs are incorporating significant quantities of Norwegian seafood into daily meal plans designed to support training, recovery and overall wellness.
The culinary team plans to bring approximately 660 pounds of Norwegian red fish, including salmon and other premium seafood products, to prepare meals throughout the tournament. These ingredients will form a central part of menus crafted specifically to meet the nutritional demands of elite athletes.
For team chef Aron Espeland, maintaining a connection to home through food is just as important as meeting performance goals.
“For the players, food is an important part of both preparation and recovery,” Espeland explained. “Bringing Norwegian ingredients with us allows us to create meals that support performance while also giving the team familiar flavors from home. Norwegian salmon and other red fish will play a central role in the menu as we prepare balanced meals for the players throughout the tournament.”
The initiative demonstrates how nutrition plays a critical role in modern sports, with carefully planned meals helping athletes optimize energy levels, recovery and overall performance.
Kabin Partnership Creates a Norwegian Culinary Destination
With more than 1.2 million visitors expected to travel to the region for soccer-related events this summer, New York City is poised to become a major hub for fans from around the world.
Recognizing the opportunity, Seafood from Norway has partnered with Kabin, a Norwegian-inspired restaurant in Manhattan, to create a limited-time culinary experience that celebrates Norwegian flavors and hospitality.
Throughout June and July, Kabin will feature special menu items centered around premium Norwegian salmon, along with signature cocktails and Nordic-inspired décor. The restaurant will also serve as a gathering place for soccer fans looking to enjoy matches in an authentic and welcoming atmosphere.
The collaboration aims to create an immersive cultural experience that goes beyond food, offering guests a taste of contemporary Norwegian hospitality while celebrating the excitement of international soccer.
“At Kabin, we’ve always wanted to create a space where people can experience Norwegian hospitality in a way that feels vibrant, welcoming and modern,” said owner and operator Alex Tangen. “Partnering with Seafood from Norway allows us to celebrate the flavors and traditions we grew up with while bringing people in New York City together this summer.”
The partnership reflects the growing popularity of Nordic cuisine and highlights how restaurants can serve as cultural gathering spaces during major sporting events.
Investing in the Next Generation Through Youth Soccer
Beyond food and fan experiences, Seafood from Norway is also investing in community engagement through youth sports.
In Brooklyn, the organization has partnered with Norwegian cheese brand Jarlsberg to host a community soccer camp focused on making the sport more accessible to local children. The program aims to promote healthy habits, teamwork, confidence and physical activity while introducing participants to the positive values associated with soccer.
The camp draws inspiration from TINE Football School, one of Norway’s most successful grassroots sports programs. Since its founding nearly three decades ago, the initiative has welcomed more than 1.8 million children and has become a cornerstone of youth soccer development across Norway.
Ann-Beth Freuchen, CEO of TINE, emphasized the importance of creating opportunities for young people to experience the benefits of organized sports.
“For nearly three decades, TINE Football School has helped create meaningful soccer experiences for children across Norway,” Freuchen said. “Bringing that spirit to Brooklyn is an opportunity to support youth soccer culture in the U.S. and help local children experience the joy, confidence and friendship that come from playing together.”
Celebrating Connection Through Food and Sport
By combining world-class seafood, international soccer, culinary experiences and community-focused programming, Seafood from Norway is creating a multifaceted campaign designed to resonate with a wide audience.
From the bright lights of Times Square and the kitchens of elite athletes to neighborhood restaurants and youth soccer fields, the initiative demonstrates how food and sport can unite people across cultures and generations.
As New York City welcomes soccer fans from around the globe this summer, Seafood from Norway hopes its campaign will leave a lasting impression—one that celebrates healthy living, meaningful connections and the enduring traditions of Norwegian culture.
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