Norway's foreign policy should harness the global appeal of footballer Erling Haaland

Norway's foreign policy could gain a powerful, unconventional asset in global football star Erling Haaland, according to Kosh Sadat, a former Afghan interior minister and contributor to international security discourse. Sadat argues that Haaland provides Norway with a unique connection to children and youth across the globe, a reach that traditional military power or development aid alone cannot achieve.

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Erling Braut Haaland gives Norway something that neither military power nor aid can create alone: a connection to children and young people all over the world. Norwegian foreign policy should utilize it.

Sadat draws a parallel to the global impact of football legend Maradona during his youth in war-torn Afghanistan, where the name alone offered a momentary escape and a reason to smile amidst darkness. Decades later, Sadat observes a similar phenomenon with Haaland, whose name resonates even in remote Afghan villages and captivates millions of young people playing video games in China or following football in the United States. Haaland has, in essence, given Norway a new global identity.

Traditionally, Norway is recognized for its quiet but significant contributions to global security, including peace mediation, funding NATO initiatives, deploying special forces, and channeling aid through the UN. While these actions foster stability, Sadat contends they do not capture the global imagination or generate the same sense of joy and connection that a cultural icon like Haaland can.

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For a small country with just over five million inhabitants, a single athlete has almost single-handedly given Norway a new global reputation.

By strategically utilizing Haaland's immense popularity, Norway could tap into a powerful soft power tool. This approach could foster hope and create deeper, more personal connections with younger generations worldwide, complementing its established role as a reliable partner in international security and development.

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But military power and economic assistance can only achieve so much. They can contribute to stability, but they do not capture the imagination. They do not create the same joy.