Norwegian Air has temporarily changed its Instagram name to “British Airways” after losing a light-hearted social media bet with British Airways following England’s dramatic 2-1 extra-time victory over Norway in the FIFA World Cup quarter-finals.
The playful wager, agreed before Saturday’s last-eight clash, required the losing airline to temporarily adopt the winner’s name on Instagram. England’s victory ensured Norwegian Air had to honour the bet.
Announcing the temporary rebrand on Sunday, the airline congratulated England and wished the team well in the semi-finals.
“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 wrote.
The airline also shared a graphic carrying the words “British Air” alongside the message: “It is coming home. Well played, England and British Airways.”
British Airways responded in the same playful spirit, welcoming the temporary name change.
“We love this new look on you. Well played, thanks for all the fun @flynorwegian and here’s to our new friendship,” the airline posted.
The exchange quickly gained traction online, with football fans applauding both airlines for turning a competitive football result into a memorable display of sportsmanship and creative marketing.
One user described the stunt as “one of the best marketing campaigns of the tournament,” writing: “Talk about an own goal! BUT a fantastic marketing campaign, well executed! Norway is leaving the World Cup having cemented itself in our collective consciousness with their fantastic post-game celebrations, super stylish striker Erling, and now this campaign from Norwegian Airlines, which is arguably one of the best of the tournament and which cost pretty much nothing to execute.”
Another fan praised the airline’s response to defeat, saying: “Losing the match but winning at good sportsmanship, respect Norwegian.”
Others commended the social media teams behind the campaign, with one user posting: “To the social media teams on both sides… take your flowers!” while another simply wrote: “Sportsman spirit.”
Another supporter joked: “A bet is a bet! We look forward to flying with British Norwegian Airways,” as others described the campaign as “genius” and applauded both airlines for embracing the spirit of the competition.
The wager followed England’s hard-fought victory over Norway, which secured the Three Lions a place in the World Cup semi-finals.
Norway, making its first-ever World Cup quarter-final appearance, took a surprise lead through Andreas Schjelderup in the first half. England responded before the break through Jude Bellingham, who later capitalised on a mistake by goalkeeper Orjan Nyland in extra time to score the winner.
Norway also had a second goal disallowed after a VAR review ruled Erling Haaland had committed a foul in the build-up.
Although Norway’s World Cup journey ended with the defeat, the friendly exchange between the two national airlines won widespread admiration, with many supporters describing it as one of the tournament’s standout moments of sportsmanship off the pitch.
