Seafood from Norway continues to bring the spirit of soccer culture to New York City this summer through series of consumer experiences celebrating premium fish dishes, performance nutrition and community connection during one of this year’s biggest international sporting moments.
The campaign, organized by the Tromsø-headquartered Norwegian Seafood Council (NSC) marketing team, included larger-than-life digital placements in Times Square starring global soccer star Erling Haaland, a collaboration and watch party at Kaban, the popular Norwegian-inspired restaurant in Manhattan, and a community youth soccer camp in Brooklyn focused on making the sport more accessible for local youngsters.
“This summer presents an exciting opportunity to introduce more Americans to Norway’s culture and cuisine,” said Karine Rød Haraldsson, USA director of the Norwegian Seafood Council. “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.”
Towering campaign creative featuring Haaland appeared in Times Square on June 22, highlighting the role Norwegian salmon plays in supporting healthy, active lifestyles. Coincidently, that night the campion footballer scored two goals during Norway’s 3-2 victory over Senegal in New Jersey to enter the World Cup knockout stage. As one of the sport’s top strikers, Haaland has long pointed to seafood as an important part of his diet, connecting the campaign to the everyday nutrition habits that help fuel performance on and off the field.
That performance message also came to life in Greensboro, North Carolina in early June, where the team’s chefs brought ingredients, including substantial 660 pounds of salmon and other red fish from Norway to support meals prepared for players during training at their US base camp ahead of 2026 FIFA World Cup matches. The menu was designed to support performance and recovery while incorporating familiar Norwegian flavors.
With more than 1.2 million people expected to visit the Greater New York region and enjoy soccer this summer, NYC’s hospitality and restaurant scene has become a central gathering point for fans. In partnership with Kabin, Seafood from Norway has arranged for a limited-time menu at the restaurant, which is featuring premium Norwegian salmon dishes, specialty cocktails and Nordic-inspired design elements throughout June and July.
“We’ve always wanted to create a space where people can experience Norwegian hospitality in a way that feels vibrant, welcoming and modern,” said Alex Tangen, owner and operator of Kabin. “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.”
In Brooklyn, Seafood from Norway has teamed up with Norwegian cheese brand Jarlsberg to host a community youth soccer camp designed to grow the game among local children while promoting healthy habits, teamwork and confidence through sport. The camp draws on nearly 30 years of experience from TINE Football School, one of Norway’s largest grassroots soccer initiatives, with more than 1.8 million children having participated since its founding.
