Airline temporarily adopts rival’s Instagram identity after losing a World Cup wager, delighting football fans with a display of sportsmanship and creative marketing
Norwegian Air, one of Scandinavia’s largest airlines, temporarily rebranded its Instagram profile as “British Airways” on Sunday after honouring a friendly social media wager with British Airways following England’s dramatic 2-1 extra-time victory over Norway in the 2026 FIFA World Cup quarterfinals.
The light-hearted gesture quickly captured global attention, transforming a football defeat into a memorable celebration of sportsmanship, humour and brand creativity that resonated far beyond the pitch.
The wager had reportedly been agreed before Saturday’s quarter-final, with both airlines promising to acknowledge the outcome publicly.
After England secured a place in the semi-finals, Norwegian Air followed through by replacing its Instagram branding and congratulating its British counterpart.
“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,” Norwegian Air said.
The airline also shared an image carrying the words “British Air” alongside the message: “It is coming home. Well played, England and British Airways.”
British Airways warmly embraced the gesture, replying: “We love this new look on you. Well played, thanks for all the fun @flynorwegian and here’s to our new friendship.”
The exchange rapidly gained traction across social media, where football supporters and marketing professionals praised both companies for turning a competitive moment into a positive and engaging campaign.
One supporter described the initiative as “one of the best of the tournament”, noting that it demonstrated how creativity and good humour could generate worldwide attention without an expensive advertising campaign. Another wrote, “Losing the match but winning at good sportsmanship and respect, Norwegians.”
Other users applauded the social media teams behind the campaign, calling the execution “genius” and a refreshing example of sporting respect.
The playful rebrand followed one of the tournament’s most dramatic quarter-finals. Norway, appearing in its first FIFA World Cup quarter-final, stunned England when Andreas Schjelderup opened the scoring in Miami.
England responded through Jude Bellingham before the midfielder struck again in extra time after capitalizing on an error by goalkeeper Orjan Nyland to seal a 2-1 victory.
Norway also saw a second goal disallowed after a VAR review ruled that Erling Haaland had committed a foul during the build-up, bringing the Scandinavian nation’s remarkable World Cup journey to an end.
Although Norway’s hopes of reaching the final four ended on the field, the Norwegian Air British Airways wager became one of the competition’s most talked-about off-field moments.
Marketing experts have increasingly highlighted how sporting events provide opportunities for brands to connect with audiences through authenticity, humour and mutual respect rather than conventional advertising.
By honouring the friendly bet without hesitation, Norwegian Air and British Airways demonstrated how competition can strengthen goodwill rather than rivalry.
The exchange added a human touch to one of football’s biggest tournaments and left supporters celebrating not only England’s victory but also a powerful reminder that sport can unite people well beyond the final whistle.
