Norwegian Air changes its Instagram profile picture to British Airways’ logo after losing a World Cup wager. England beat Norway in the quarter-finals.
Following England’s 2-1 victory over Norway in the FIFA World Cup 2026 quarter-finals, Norwegian Air fulfilled a social media wager by temporarily changing its Instagram profile picture to the British Airways crest. This friendly bet between the two airlines stipulated that the carrier representing the losing nation would display the winner’s logo for 24 hours on its social media.
The agreement was a light-hearted challenge made ahead of the July 11 match. Norwegian Air, typically featuring the red tail of a Norwegian 787 as its profile image, swapped it for the familiar British Airways crest and blue ribbon. The airline acknowledged the loss gracefully, posting a caption that 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!”
A Wager of Pride and Publicity
The stakes of this wager were not financial, involving no money or free flights, but rather pride. Both teams had made significant runs in the tournament, with Norway reaching its first-ever World Cup quarter-final. This context helped the bet go viral within hours, generating millions of impressions for both brands at zero cost. Such corporate sports wagers have become a common public relations strategy, leveraging major sporting events for brand visibility.
The match itself saw England secure a 2-1 victory, advancing to a semi-final clash against Argentina in Atlanta. This result marked the end of Norway’s most successful FIFA World Cup campaign, as they reached the last eight for the first time in the tournament’s history. Their previous best performances included Round of 16 finishes in 1938 and 1998, along with a group-stage appearance in the 1994 World Cup.
The social media exchange highlighted a unique aspect of brand rivalry. While British Airways’ parent company, IAG, had previously attempted to acquire Norwegian Air, even holding a 4.6% stake, this bet transformed their competition into engaging content. Norwegian Air had also previously surpassed British Airways as the largest non-US airline on New York routes in 2018, disrupting transatlantic fares.
Impact and Precedents of Brand Wagers
This type of brand activation is particularly relevant during major events like the World Cup, especially with increased air travel demand. The FIFA president has described the demand for the 2026 World Cup in the US, Canada, and Mexico as “absolutely crazy.” A viral, no-cost activation during the knockout stages provided perfect timing for both airlines.
The tone of the wager was self-deprecating and human, allowing Norwegian Air to embrace the loss rather than conceal it, a rare approach for an airline. After the 24-hour period, Norwegian Air reverted its logo, with no further penalties. British Airways, on the other hand, simply accepted the congratulations and continued its journey in the tournament.
Corporate sports wagers have a history spanning over a decade, serving as a public relations playbook due to their low stakes and high buzz potential. Past examples include:
- 2013 Super Bowl: Budweiser vs MillerCoors
- 2014 World Cup: McDonald’s Brazil vs McDonald’s USA
- 2016 Euro: Icelandair vs British Airways
- 2018 World Cup: Aeromexico vs Lufthansa
- 2015 NBA Finals: Salesforce vs Oracle
- 2022 World Cup: Amazon vs Walmart
- 2019 Rugby World Cup: Tourism NZ vs Tourism Japan
- 2021 Euros: Visit Scotland vs Visit England
These instances demonstrate how brands use sporting events to create memorable, engaging content. For example, after Iceland defeated England in the 2016 Euro, Icelandair prompted British Airways’ CEO to tweet a specific phrase and run an advertisement congratulating Iceland. Similarly, when Mexico beat Germany in the 2018 World Cup, Lufthansa had to post “Viva Mexico” with a sombrero on a plane livery mockup for 24 hours.
The England vs Norway match also drew attention from notable figures, with former England footballer David Beckham attending with his wife Victoria and their children Harper, Romeo, and Cruz. Tennis legend Venus Williams was also present with her husband, Andrea Preti. After the final whistle, Norway striker Erling Haaland hugged England’s match-winner Jude Bellingham, calling him “one of the best in the world.”
The World Cup quarter-final between England and Norway concluded with a final score of England 2-1 Norway.
