Norwegian Air temporarily changed its Instagram profile picture to British Airways’ logo after losing a friendly social media wager following England’s dramatic 2-1 extra-time victory over Norway in the 2026 FIFA World Cup quarter-finals.
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Ahead of the match, Norwegian Air and British Airways agreed that the airline representing the losing country would display the winner’s logo on its Instagram account for 24 hours. England’s victory on Saturday, July 11, meant Norwegian had to honour the agreement.
Announcing the temporary change on Sunday, Norwegian congratulated England and wished the Three Lions success in the semi-finals.
“While the tournament is over for us, this friendly bet will forever live in all our hearts,” the airline wrote, adding that it hoped England would succeed in bringing football home.
The airline also shared a graphic bearing the words “British Air” and the message: “It is coming home. Well played, England and British Airways.”
British Airways welcomed the gesture, describing the temporary branding as a good look for Norwegian and thanking the airline for the entertaining exchange.
“We love this new look on you. Well played, thanks for all the fun,” British Airways wrote, while celebrating what it described as a new friendship between the two carriers.
The exchange quickly attracted attention online, with football supporters praising both airlines for transforming a competitive World Cup fixture into a memorable display of sportsmanship and creative marketing.
Some fans described the campaign as one of the tournament’s most effective marketing stunts, while others commended Norwegian for respecting the wager despite its national team’s painful elimination.
“A bet is a bet,” one supporter remarked, joking that passengers could now look forward to flying with “British Norwegian Airways.” Others praised the social media teams behind the campaign and described the initiative as “genius.”
The wager followed England’s hard-fought quarter-final victory over Norway in Miami.
Norway took the lead through Andreas Schjelderup, but Jude Bellingham equalised before half-time and scored again during extra time to complete his brace and send England into the semi-finals.
Norway also had a goal disallowed after a review found that Erling Haaland had fouled England midfielder Elliot Anderson during the build-up. England’s victory ended Norway’s historic World Cup run and secured a semi-final meeting with defending champions Argentina.
Although Norway’s campaign ended in defeat, the post-match exchange between the airlines earned widespread admiration, with supporters praising Norwegian Air for honouring its promise and both companies for embracing the friendly spirit of the competition.
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