The Norwegian qualification to the World Cup knockout stage, after defeating Brazil 2-1, left more than just a historic result. During the match played on Sunday, July 5, a detail on Erling Haaland’s jersey drew fans’ attention: the forward stopped displaying only the surname he became famous for and appeared with a new inscription on his back.
The scorer, author of both goals for the Norwegian squad, stepped onto the field with the name “Braut Haaland” on his back, a decision that quickly sparked curiosity on social media.
My blood ran cold when I learned why “Braut Haaland” was written on Haaland’s Norway jersey pic.twitter.com/vIUfdtWL0f
— ben nesyri. (@themostnesyri) June 29, 2026
The reason Erling Haaland added “Braut” to his jersey
Until now, the Manchester City player had been using only the surname Haaland, inherited from his father, Alf-Inge Haaland, a former professional footballer.
However, on this occasion he chose to also incorporate Braut, his mother’s surname Gry Marita Braut, a former Norwegian athlete who specialized in the heptathlon.
The gesture was interpreted as a tribute to his mother and to the influence she had on his athletic and personal development. Thus, the striker chose to publicly represent both sides of his family at one of the most important moments of his career with the Norwegian national team.
Why did Haaland modify his name to play for Norway?
Away from his club number, in Norway Haaland uses “Braut Haaland” above the number 9. He added Braut because it is his maternal surname and a way to honor both of his parents.
Alf-Inge Haaland,… pic.twitter.com/3mTbYuP673
— José I. Araoz (@Gazpachen) June 23, 2026
The decision gained even more momentum after his outstanding performance against Brazil, where he scored a brace that helped his team advance to the next round.
The change also sparked interest in Norwegian customs around surnames. Unlike other countries, various pages indicate that in Norway families may opt to use only the paternal surname, the maternal one, or combine both, with or without a hyphen. Therefore Haaland’s choice is a completely valid decision within the country’s tradition and, in this case, also carries strong symbolic value.
The detail of his look that turned into a successful business
Besides being one of the world’s great football figures, Haaland managed to transform one of his most recognizable traits into a commercial opportunity.
The forward is a shareholder in Kknekki, a brand of hair elastics that he has used for years to secure his distinctive blond ponytail, a hairstyle that has become part of his identity both on and off the pitch.
The company even launched a collection inspired by the footballer, featuring different models of elastics that reflect his personal style.
Far from merely lending his image, Haaland actively participates as a partner in the company, turning a daily accessory into a new source of income that complements his successful athletic career.
His case reflects an increasingly common trend among major sports stars: turning those elements that make them easily recognizable into brands with their own identity and commercial reach.
