Global soccer superstar Erling Braut Haaland will be the face of Norway's seafood sector for the next two and a half years as part of a new collaboration with the Norwegian Seafood Council (NSC).
The NSC said Wednesday it has also struck a separate deal with the Norwegian men's and women's national soccer teams to promote seafood from the country.
Norway is the world’s largest net exporter of seafood. Last year, it delivered more than 60 different species to 153 markets around the world.
"Seafood has been a part of my upbringing and my diet growing up," Haaland, who plays for the Norwegian national team and current English champions Manchester City, said in a statement issued by the NSC.
"Norwegian seafood, the world’s best, still has a natural place in my life," he said. "It was only natural for me to enter this partnership."
NSC CEO Christian Chramer said he was "thrilled" with the partnership. Haaland, he said, "is recognized as one of the best footballers in the world."
"Being able to join forces as two of Norway’s best exports and strongest brands fills us with immense pride," Chramer said.
